A Multiplex Network Perspective of Innovation Diffusion: An Information-Behavior Framework

Qian Yu,Zhehao Yu,Ding Ma

doi:10.1109/access.2020.2975357

Qian Yu, Zhehao Yu + Show 1 more

Open Access

https://doi.org/10.1109/access.2020.2975357

Copy DOI

Abstract

Information transmission of innovation and peer effect among firms have significant impacts on innovation adoption decisions of firms, but those effects usually depend on the different types of inter-firm networks. Therefore, the diffusion of innovation (DOI) can be regarded as a process occurring in complex systems composed of different types of interactions, which can be categorized into links belonging to different layers of multiplex networks. This study aims to shed light on the complexity of innovation diffusion from the perspective of an information-behavior framework based on multiplex networks. The process of technology innovation adoption is formulated into two stages including information perception and decision making, and a novel innovation diffusion model based on duplex inter-firm networks, in which one layer has influence on information transmission and the other carrys the peer effect, is further proposed in this study. The simulation experiments indicate that the random-scale-free duplex networks are favourable to the diffusion speed while scale-free-scale-free duplex networks are conducive to the diffusion range. Moreover, within the scale-free-scale-free duplex networks, the diffusion speed will increase with the increasing of the power law index in the information network and decrease with the increasing of the power law index of the behavior network. The study contributes to the literature by establishing duplex network model that distinguishes links between information and behavior networks, and offers insights concerning optimization of network configuration in the promotion of DOI.

Highlights

The theory of propagation dynamics has been extensively applied in many fields, including epidemic spreading [1], the emergence and evolution of cooperative behavior [2], herd behavior in the markets [3], the spread of new products and technologies [4], etc
Information transmission and peer effect have significant impacts on innovation adoption decisions of firms, but those effects usually occur in the different types of inter-firm networks
Considering the multiplexity of diffusion of innovation (DOI), this paper is built on the information-behavior framework to establish an agentbased model, formulating the distinguished relationships in information perception layer and peer-driven behavior decision layer

Summary

Introduction

The theory of propagation dynamics has been extensively applied in many fields, including epidemic spreading [1], the emergence and evolution of cooperative behavior [2], herd behavior in the markets [3], the spread of new products and technologies [4], etc. DOI is usually defined as a process through which innovation is carried out in different channels of time by a member of social system. In the early stage of the DOI research, the behavior of individuals are assumed to be homogenized, and Bass model (or Bass diffusion model) is developed by Frank Bass to describe how a new product is adopted in a population through differential equation modeling [13]. After this kind of models has been studied and widely used in forecasting, especially new products’ sales and technology adoption.

Objectives

Conclusion