Simulated study on users´ information service choice behaviors

This study develops a model for simulation of users´ information service choice behaviors based on the theory of cellular automata. Two elements that could influence the diffusion process of information service are chosen in this model. They are the user´s requirements and the service-requirement matching degree. Using this model, several tests are made to simulate the impact of the two different elements on the diffusion process respectively. Result shows that increasing users´ requirement can make more users to use the information service, but the effect will decrease gradually when the requirement keeps increasing if the service´s quality remains normal. It also shows that the matching degree of service to users´ requirement is critical to the service acceptance. It suggests that the service providers should improving service quality according to users´ actual requirements.