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《Journal of Industrial Technological Economics》 2018-07
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Research on Multi-Agent Simulation on New Product Diffusion under Different Network Environment

Lin Jie;Li Yanfeng;Yue Xiangyu;Nie Guihua;School of Economics and Management,Tongji University;School of Economics,Wuhan University of Technology;  
Based on the perspective of complex network,the problem of new product diffusion is discussed on a microscopic level. First,the customer decision-making behavior model is designed combined with psychology,sociology,game theory and other relative theories. An intelligent learning method is applied to accomplish the interactions of customers' decision-making behaviors. Then,the muti-agent simulation model is implemented on the software Anylogic,considering local network effects and global network effect,the regularity and characteristics of consumer decision making evolution under different network structures are explored,the study finds that:(1)the overall trend of consumer decision-making is basically the same under the difference of network structure and network effect;(2)under the global network effects,the diffusion rate of scale-free network is the fastest,and under the local network effects,the diffusion rates of the small-world networks and scale-free networks are obviously lags behind that of the random network;(3)the small-world networks and scale-free networks information transmission ability is strong,can obtain a better spread the results;(4)due to the degree distribution heterogeneity of the scale-free network,the volatility of group decision making is very obvious compared with small-world network and random network,especially under the local network effect.
【Fund】: 国家自然科学基金“社交媒体中用户创新价值度测量模型及互动创新管理方法研究”(项目编号:71672128);; 中央高校基本科研业务费专项“基于大数据的社交网络传播机理与模型研究”(项目编号:1200219368)
【CateGory Index】: F273.2
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