Service diffusion process in consumer networks - Introducing heterogeneity of consumer utility -

Services with good quality do not always diffuse because consumers cannot confirm the quality of service before purchase because of the nature of service characteristics. Therefore, service diffusion must be studied using computer simulations to clarify the process of acceptance among consumers. This paper presents a multiagent-system-based model for service diffusion among consumer interactions modeled as complex networks including the heterogeneity of consumer utility. Results of computer simulations show that the heterogeneity of consumer utility attributable to characteristics of services and the network structure affect service diffusion processes.