Network Based Diffusion Model

네트워크 기반 확산모형

  • Received : 2015.07.10
  • Accepted : 2015.08.08
  • Published : 2015.09.30


In this research, we analyze the sensitivity of the network density to the estimates for the Bass model parameters with both theoretical model and a simulation. Bass model describes the process that the non-adopters in the market potential adopt a new product or an innovation by the innovation effect and imitation effect. The imitation effect shows the word of mouth effect from the previous adopters to non-adopters. But it does not divide the underlying network structure from the strength of the influence over the network. With a network based Bass model, we found that the estimate for the imitation coefficient is highly sensitive to the network density and it is decreasing while the network density is decreasing. This finding implies that the interpersonal influence can be under-looked when the network density is low. It also implies that both of the network density and the interpersonal influence are important to facilitate the diffusion of an innovation.



Supported by : 충북대학교


  1. 김태구, 홍정식, "한국과 미국에 있어 영화 수익관련 통계량과 확산 현상의 비교분석", "경영과학", 제32권, 제1호(2015), pp.133-145.
  2. 주영진, 이명종, "혁신성으로 구분된 두 소비자집단에서 디지털컨버전스 제품의 구매요인 영향력 비교", "경영과학", 제25권, 제1호(2008), pp.169-191.
  3. 한상만, 김윤식, 홍재원, 옥경영, "마케팅에서 Network 연구를 위한 탐색적 고찰", "소비자학연구", 제17권, 제4호(2006), pp.61-88.
  4. 한상만, 차경천, 홍재원, "인터넷 정보확산의 성공과 실패에 미치는 사회적 네트워크 영향자의 영향", "한국마케팅저널", 제11권, 제2호(2009), pp.73-96.
  5. 홍정식, 엄석준, "Bass 확산모형의 이분 확장", "한국경영과학회지, 제34권, 제4호(2009), pp. 15-26.
  6. Bass, F.M., "A new product growth for model consumer durables," Management Science, Vol.15, No.5(1969), pp.215-227.
  7. Mahajan, V., E. Muller, and F. M. Bass, "New product diffusion models in marketing : a review and directions for research," Journal of Marketing, Vol.54(1990), pp.1-26.
  8. Schmittlein, D.C. and V. Mahajan, "Maximum likelihood estimation for an innovation diffusion model of new product acceptance," Marketing Science, Vol.1, No.1(1982), pp.57-78.
  9. Sultan, F., J.U. Farley, and D.R. Lehmann, "A meta-analysis of applications of diffusion models," Journal of Marketing Research, Vol.27(1990), pp.70-77.