基于复杂网络的网络效应新产品扩散模式  

The Diffusion Pattern of New Product with Network Effects Based on Complex Networks

作　　者：段文奇[1] 陈忠[2] 惠淑敏[1] 

机构地区：[1]浙江师范大学工商管理学院,金华321004 [2]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海交通大学学报》2007年第7期1069-1073,共5页Journal of Shanghai Jiaotong University

基　　金：上海市科技发展基金软科学研究博士生论文资助项目(05010);国家自然科学基金资助项目(70671070)

摘　　要：基于博弈论和复杂网络视角构造了一个网络效应新产品扩散模型,该模型中所有主体位于采用者网络上,主体根据个人网络策略性选择采用新产品或等待,所有主体的微观行为共同作用涌现出整体扩散模式.扩散结果表明:主体之间协调决策的策略性行为和采用者网络的拓扑结构是影响网络效应新产品扩散的重要因素;尽管采用者网络的作用很重要,但决策协调机制是决定扩散模式的首要因素.From the view of game theory and complex networks, a diffusion model of new product with network effects was introduced. All agents locate in an adoption network. Each agent strategically chooses whether adopting new product or waiting for according to their personal networks, and all of the microde cision behaviors bring forth collective diffusion pattern. The results show that both the strategic behaviors of decision coordination among agents and the structure of adoption networks are important factors influencing the diffusion of new product with network effects. Adoption network is important, but decision coordination mechanism is the primary factor in determining diffusion pattern.

关 键 词：网络效应新产品 复杂网络 扩散模式 决策协调机制 采用者网络 

分 类 号：N945.12[自然科学总论—系统科学]