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In this paper, we discuss how neighbours affect consumer behaviour over diffusion of innovation. We propose an agent-based model of diffusion on an online social network, which has both “scale-free” and “regular” properties. The findings of the study are the following points: 1) the informative effect can cause a take-off, but it is not sufficient to reach the completion of diffusion, 2) the combination of the informative and normative effects can easily bring a take-off, 3) the informative effect makes information propagate fast, and so does the normative effect over a network that has characteristics of scale-free and high cluster, 4) the selective approach to low-degree consumers are more efficient to see the complete diffusion.
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