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基于网络效应的竞争性产品微观扩散研究
Competitive Product Diffusion at the Level of Individual Based on Network Effect
摘要点击 4506  全文点击 107  投稿时间:2012-03-01  修订日期:2012-05-20
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中文关键词  竞争性产品;网络效应;扩散;个体
英文关键词  competitive product diffusion; network effect; diffusion; individual
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作者单位E-mail
赵保国 北京邮电大学 yiqianyy777@yahoo.cn 
余宙婷 北京邮电大学  
中文摘要
       竞争性产品扩散是成熟市场的重要表现,网络效应的存在不仅改变了传统的扩散模式,而且对个体采纳行为有重要影响。但是以往竞争性产品扩散研究侧重于宏观层面的扩散速度和扩散效果,忽略了微观层面个体的个性以及社会交互等特点对产品扩散的影响,因此需要基于网络效应从个体微观层面研究了竞争性产品扩散的特点。首先构建了基于个体间交往关系的直接网络效应函数和基于多种互补产品协同作用下的间接网络效应函数;然后,个体将计算自己当前时刻的收益以及下一时刻的预期收益;并根据预期社会化效益满意决策机制确定下一时刻的产品选择。通过仿真对扩散系统进行研究,仿真结果表明:直接网络效应和间接网络效应对竞争性产品扩散具有阶段性影响;在小世界网络的社会交往结构中竞争性产品扩散效果最好;个体人数分布、个体偏好、个体对环境的判断都对竞争性产品扩散有重要影响。
英文摘要
      An important feature of mature market is the diffusion existing between the competitive products. Network effect changes the traditional diffusion pattern, and has an important impact on individual choice behavior. Previous studies focus on the rate and degree of diffusion at the level of aggregation, ignoring the social interactions and characteristics at the level of individual. Based on the network effect, this paper discusses the competitive product diffusion from individual perspective. Firstly, construct the direct network effect function based on the social interactions, and develop the indirect network effect function which is the cooperative effect of multiple complementary products. Secondly, individuals will calculate their own profit at current time and expected profit at next time. At last, they will choose the right product for next time according to decision-making mechanism of expected socialized benefit satisfaction. Based on simulation to study the diffusion system, the result demonstrates: direct network effect and indirect network effect have distinct role at different stages; the small world network is the optimum condition for competitive product diffusion; individual number distribution, personal preferences and individuals’ judgment to market have significant effect on diffusion.
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