Add to Quick Collection
Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/285412
668 Visitors
726 Hits
0 Downloads
- Title
- From i-phone 3G to i-phone 4G : a two-stage complex systems model of the two stage diffusion process
- Related
- Australasian marketing journal, Vol. 22, No. 1, (2014), p.69-72
- DOI
- 10.1016/j.ausmj.2013.12.011
- Publisher
- Australian and New Zealand Marketing Academy
- Date
- 2014
- Author/Creator
- D'Alessandro, Steven
- Author/Creator
- Winzar, Hume
- Description
- We present a conceptual model where agents are prompted to adopt a new technology through a two-step process: information from neighbours prompts an upgrade, and the option purchased may be influenced by the one demonstrated by the neighbour. In a network world with two options available we systematically manipulate (1) the initial number of neighbours 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 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.
- Description
- 4 page(s)
- Subject Keyword
- 150500 Marketing
- Subject Keyword
- Agent-based modelling
- Subject Keyword
- Complexity Theory
- Subject Keyword
- Diffusion
- Resource Type
- journal article
- Organisation
- Macquarie University. Department of Marketing and Management
- Identifier
- http://hdl.handle.net/1959.14/285412
- Identifier
- mq:30545
- Identifier
- ISSN:1441-3582
- Identifier
- mq-rm-2013001958
- Identifier
- mq_res-ext-2-s2.0-84897671625
- Language
- eng
- Reviewed
Macquarie University ResearchOnline
