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Entropy 2013, 15(7), 2662-2678; doi:10.3390/e15072662

Exploring the Characteristics of Innovation Adoption in Social Networks: Structure, Homophily, and Strategy

School of Management, Harbin Institute of Technology, No.92 West Street, Harbin 150001, China
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Received: 3 May 2013 / Revised: 29 June 2013 / Accepted: 3 July 2013 / Published: 10 July 2013
(This article belongs to the Special Issue Social Networks and Information Diffusion)
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Abstract

Exploration of the characteristics of innovation adoption in the context of social network will add new insights beyond the traditional innovation models. In this paper, we establish a new agent-based model to simulate the behaviors of agents in terms of innovation adoption. Specifically, we examine the effects of the network structure, homophily and strategy, among which homophily is a new topic in this field of innovation adoption. The experiments illustrate six important findings involving five aspects and their influences on the innovation adoption. The five aspects are initial conditions, homophily, network topology, rules of updating and strategy, respectively. This paper also compares the different cases within one aspect or across several aspects listed above. Accordingly, some management advices and future work are provided in the last part of this paper. View Full-Text
Keywords: innovation adoption; homophily; network structure; adoption strategy; social networks; agent-based simulation innovation adoption; homophily; network structure; adoption strategy; social networks; agent-based simulation
This is an open access article distributed under the Creative Commons Attribution License (CC BY 3.0).

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MDPI and ACS Style

Li, Y.; Wu, C.; Luo, P.; Zhang, W. Exploring the Characteristics of Innovation Adoption in Social Networks: Structure, Homophily, and Strategy. Entropy 2013, 15, 2662-2678.

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