Purpose
Internet-based intangible network good (IING) has revolutionized multiple industries in recent years. This paper aims to reveal the laws of consumer’s decision-making on IING from a perspective of kinetic energy and potential energy.
Design/methodology/approach
In this paper, 4 aspects and 17 factors influencing IING adoption were generalized. Based on the theory of social physics, an agent-based simulation model, introducing physical energy theory to depict consumer’s decision-making, was built. An agent’s kinetic energy reflects the agent’s perceived effect of mass media on the agent’s decision-making on IING adoption. An agent’s potential energy reflects the agent’s perceived effect of social interactions on the agent’s decision-making on the adoption of IING. An agent’s final energy is the sum of the kinetic energy and potential energy, which reflects the agent’s final decision.
Findings
Some factors mainly influence the diffusion velocity, while other factors have a dramatic impact on both diffusion velocity and diffusion scale. The agent’s personality can make a difference at the early and middle stages of IING adoption, but a faint impact at the later stage because of the effects of network externalities and word of mouth. There is a critical value of the number of initial adopters which can dramatically speed up IING adoption.
Practical implications
This study provides new insights for firms on the effects of factors influencing consumers’ decision-making on IING adoption.
Originality/value
This paper defines a new kind of innovation, IING, and generalizes IING’s special characteristics. As a new application of social physics, the physical energy theory has been creatively introduced to depict consumer’s decision-making on IING adoption. A kinetic and potential energy model of IING adoption has been built. Based on simulation experiments, new insights of IING adoption have been gained.
Agent-Based Models in Social Physics
