Research Article
Research on the Generation Mechanism of Product Adoption Network under Weak Ties
@INPROCEEDINGS{10.4108/eai.8-12-2023.2344784, author={Qiwei Huang and Hao Xu and Chengzhi Jiang}, title={Research on the Generation Mechanism of Product Adoption Network under Weak Ties}, proceedings={Proceedings of the 5th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2023, December 8--10, 2023, Guangzhou, China}, publisher={EAI}, proceedings_a={MSIEID}, year={2024}, month={4}, keywords={weak ties; product diffusion; product adoption network; network structure characteristic}, doi={10.4108/eai.8-12-2023.2344784} }- Qiwei Huang
Hao Xu
Chengzhi Jiang
Year: 2024
Research on the Generation Mechanism of Product Adoption Network under Weak Ties
MSIEID
EAI
DOI: 10.4108/eai.8-12-2023.2344784
Abstract
Under weak ties, consumer randomly interacts with the purchaser on the e-commerce platform or the online review community to acquire information about the product, which promotes the product diffusion. Based on the heterogeneous online reviews’ information level of purchaser and consumer surplus of potential consumer, this paper analyzes the probability that they connect each other to generate a new edge in the network under weak ties, and proposes the generation mechanism of product adoption network. Then we analyze statistical characteristics of degree distribution, clustering coefficient and average path length of product adoption network. The results show that online reviews’ information level of purchaser and consumer surplus of potential consumer significantly influence the generation of product adoption network under weak ties, and the network has scale-free property and small-world property. The clustering coefficient of the network tends to be stable with the increase of the network size, and the average path length increases with the increase of the network size.