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| Modeling and Simulating of Innovation Diffusion in Small World Networks with Mixed ParetoNash Strategies |
| LI Ying1，JIANG Luquan2 |
| (1.School of Business, East China University of Science and Technology, Shanghai 200237, China；2.Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai 200052, China) |
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Abstract The micro level characteristics of the innovation diffusion process in a small world social network were studied by using agentbased complex system simulation method. The effect of Nashrule and Paretorule on the diffusion process and diffusion result was analyzed. The simulation indicates that the payoff value of the agent is higher when the agent uses Pareto rule when the cost factor k is within a certain range． Furthermore, the average payoff value of the agents has an inflexion with the changing of k, and the inflexion appears at k=3.7.
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Received: 23 April 2009
Published: 30 March 2010
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