Abstract
We present a conceptual model where agents adopt new technology through a two-step process: People decide to upgrade, and then decide what particular model to buy. Each step is influenced by information from neighbours. In a networked world with two options, White & Black, we systematically manipulate (1) the initial number of agents with White compared to Black, (2) rate of naturally-occurring upgrade, (3) chance of upgrade prompted by a neighbour using White relative to Black, and (4) the relative chance of choosing White instead of Black having first decided to upgrade. Not surprisingly, adoption speed is influenced by starting users, natural upgrade, and relative upgrade chance. Market share, on the other hand, is influenced only by the relative chance of choosing White over Black, with no influence at all from the other predictors. We find that this result applies regardless of the type or complexity of network.
| Original language | English |
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| Title of host publication | ANZMAC 2012 |
| Subtitle of host publication | conference proceedings : Sharing the cup of knowledge |
| Place of Publication | Adelaide |
| Publisher | ANZMAC2012 Conference |
| Pages | 1-7 |
| Number of pages | 7 |
| Publication status | Published - 2012 |
| Event | Australian and New Zealand Marketing Academy Conference (2012) - Adelaide Duration: 3 Dec 2012 → 5 Dec 2012 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2012) |
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| City | Adelaide |
| Period | 3/12/12 → 5/12/12 |
Keywords
- complexity theory
- agent-based modelling
- diffusion