Research On Innovation Diffusion And Model Of Consumer Electronic Products Based On Multi Agent

A series of factors such as rapid product iteration,cost scale effect and consumer socialization behavior lead to the diffusion process of consumer electronic products different from general innovative products,which requires decision makers to further improve the accuracy of consumer electronic product diffusion prediction in order to optimize product production and supply.Based on the information processing theory,this paper relaxes the assumption that the product utility and cost are constant.Based on the social network composed of consumer interaction,this paper uses the multi-agent method to discuss the diffusion process and law of consumer electronic products in different diffusion stages around the product strategy,consumer characteristics and market environment.The main conclusions are as follows:In the situation of independent diffusion of consumer electronic products,there is a certain ‘optimal interval’ for the initial innovation utility of consumer electronic products,and the product publicity intensity has its critical threshold.Only when the product is launched into the market and certain publicity intensity is guaranteed,can the product be widely spread.Individual characteristics of consumers affect the diffusion.Consumer electronic products with declining innovation utility and cost are more likely to diffuse between consumers with conservative and neutral strategies,and it is difficult for consumers with high price sensitivity to diffuse successfully.The innovation diffusion speed of three kinds of social networks(random,small world,scale-free)fast before slow.Small world network is conducive to the early diffusion of products,while scale-free network is conducive to the diffusion of later products.The more stable the market is,the more conducive to the diffusion process of consumer electronic products.In the situation of competition diffusion of consumer electronic products,there is a positive correlation between media publicity and diffusion of later products,and there is a certain threshold.Although latecomer products have higher innovation utility,they are especially at the critical point of launch time.When conservative consumers are conducive to the diffusion of late products,while neutral consumers are conducive to the rapid occupation of the market by early products,the volatile consumers make it difficult for sequential products to spread.Consumers with higher price sensitivity are more likely to adopt latecomer products.In addition,the scale-free network of consumer community is conducive to the diffusion of latecomer products,while the small world network and random network are more conducive to the diffusion of first mover products.The faster the market environment changes,the more conducive to the first mover products.In the context of complementary competition diffusion of consumer electronic products,the impact of innovation utility of main products and complementary products on diffusion is phased,in which the innovation utility of main products determines the take-off time of diffusion of latecomer products,and the innovation utility of complementary products determines the final degree of diffusion.Different combinations of main products and complementary products will also affect the diffusion of latecomer products.Individual adoption preference can dominate the final diffusion result.Consumers who prefer to adopt strategies synchronously are vulnerable to the influence of complementary product market,which is conducive to the rapid diffusion of main products.The market environment of complementary products will affect the effect of main product diffusion.When the market share gap of existing complementary products is small or the market is saturated,complementary products can promote the main product diffusion.The social network of complementary products is random network,which is more conducive to drive the diffusion of the main products,while scale-free network is not conducive to drive the diffusion of the main products.