Multi-agent Simulation of New Product Diffusion: Based on Gravity Theory and Directed Network

DOI

10.2991/978-94-6463-734-2_67How to use a DOI?

Keywords

new product diffusion; gravity theory; directed network; multi-agent simulation

Abstract

As the penetration rate of the mobile Internet approaches saturation, the diffusion of new products has shifted from pursuing new user growth to enhancing user activity and interaction, that is, the directed and contingent nature of online social networks. This study combines the gravitational field theory and the evolutionary game model to design a mechanism for the formation of directed and contingent networks, and uses multi - Agent simulation to study the evolutionary laws and characteristics of consumer decision - making under different network structures. The research findings are as follows: (1) The number of Hub nodes has a negative impact on the diffusion stability in the introduction period. (2) The initial degree of nodes has a positive impact on the final diffusion proportion and a significantly positive impact on the diffusion speed in the introduction period. (3) A larger proportion of out - edges will intensify the fluctuations in group decision - making during the introduction period of new product diffusion, delay the time for product diffusion to reach a stable state, and lead to a reduction in the final diffusion proportion. (4) The initial adoption proportion is positively correlated with the diffusion convergence speed, and this effect shows a marginal diminishing return. This paper introduces the gravitational field theory and directed and contingent networks into the new product diffusion model, providing a new perspective for product diffusion research.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yizhi Hu
PY  - 2025
DA  - 2025/05/27
TI  - Multi-agent Simulation of New Product Diffusion: Based on Gravity Theory and Directed Network
BT  - Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
PB  - Atlantis Press
SP  - 609
EP  - 619
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-734-2_67
DO  - 10.2991/978-94-6463-734-2_67
ID  - Hu2025
ER  -