A theory of innovation diffusion: a simulation study

被引：1
|
作者：
Guo, Chiquan [1 ]
Sarkar, Sudipto [2 ]
Garcia, Sergio [3 ]
Adams, Russell [4 ]
机构：
[1] Univ Texas Rio Grande Valley, Robert C Vackar Coll Business & Entrepreneurship, Dept Mkt, Edinburg, TX USA
[2] Frostburg State Univ, Dept Mkt & Finance, 101 Braddock Rd, Frostburg, MD 21532 USA
[3] Univ Texas Rio Grande Valley, Robert C Vackar Coll Business & Entrepreneurship, Dept Informat Syst, Edinburg, TX USA
[4] Univ Texas Rio Grande Valley, Robert C Vackar Coll Business & Entrepreneurship, Dept Int Business & Entrepreneurship, Edinburg, TX USA
来源：
JOURNAL OF MARKETING THEORY AND PRACTICE | 2024年
关键词：
CONSUMER INNOVATIVENESS; PRODUCT DIFFUSION; SOCIAL-INFLUENCE; TECHNOLOGICAL-INNOVATIONS; CULTURAL-DIFFERENCES; MODEL; AMBIGUITY; COUNTRY; PERFORMANCE; DIVERSITY;
D O I：
10.1080/10696679.2024.2380717
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study uses the agent-based modeling technique to discover propositions on innovation diffusion that are empirically testable. It finds the adoption rate is positively related to (1) the size of the population, (2) the degree of heterogeneity in consumer learning in the population, (3) the degree of heterogeneity in consumer innovativeness in the population, and (4) the fit-in- desire in the population for innovation. This research adds insights to the innovation diffusion literature and lays the groundwork for future empirical research.
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页数：23
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