【摘要】 从微观个体角度研究创新扩散是近年来创新扩散领域的一个重要研究方向,本文运用复杂网络工具来精细刻画个体的微观结构,并以此研究了社会关系网络密度对创新扩散的影响。通过对原有阈值模型进行网络化扩展,结合创新扩散的两个基本渠道——传媒和口头交流,建立了基于复杂网络的随机阈值模型,利用计算机仿真模拟,测试了不同社会关系网络密度下的创新扩散程度,指出社会关系网络密度对创新扩散的影响取决于消费者对传媒网和社会关系网的依赖程度。更多还原

【Abstract】 Recently,a trend to study innovation diffusion from micro individual level has gradually come to be an important branch of technology management area.The paper employs complex network methodology to address the impact of social network density on innovation diffusion.Combining the two significant channels suggested by Bass and the original threshold model,we propose a stochastic threshold model and use computer simulation to empirically test diffusion extents under different social network density.Our results suggest that the degree of the influence of social network density on innovation diffusion is determined by how mech consumers depend on media network and social relation network respectively.更多还原