作　　者： ; ;

机构地区： 华南理工大学工商管理学院

出　　处： 《管理科学学报》 2009年第1期70-81,共12页

摘　　要： 借鉴复杂性理论,基于个体交往关系的复杂网络结构,该文采用计算经济学建模方法和行为博弈学习算法对间接网络效应下的产品扩散现象进行建模.在该文模型中,间接网络效应下"软件"数量为厂商策略行动内生决定,并根据用户数量而变化,因此个体的决策和全局变量之间存在双向交互复杂作用.研究结果揭示了个体邻域结构在产品扩散中的影响,直接网络效应和间接网络效应在产品扩散中的区别和产品锁定发生的条件等.结果也较好地解释了产品扩散中的很多现象如不同产品的共存,产品扩散中的"涌现",产品扩散中的路径依赖,产品兼容性的选择以及新旧产品的更新换代等. Based upon the theory of complexity, this paper studies product competition with indirect network effect. This paper models product diffusion using ACE method based upon complex network （＂ small world model＂ here） which is used as the agent social interaction network structure. The software number available to this product is a function of the number of users in the system which is dynamic and there is two-way feedback between the micro agent and the global variable. Based upon this, this paper analyses the feature of product diffusion in a market with indirect network effect. It also explains the effect of agent neighborhoods, the ＂emergent＂ phenomenon in diffusion, the coexistence of different standards and the sources of lock-in. It also studies the effect of compatibility in the diffusion process. Finally, this paper analyses the condition of transformation from old product to the new ones.

关 键 词： 产品扩散 间接网络效应 计算经济学 复杂网络 行为博弈理论

领　　域： [自动化与计算机技术] [自动化与计算机技术]