Service diffusion in the market considering consumers' subjective value

Authors:
Kousuke Fujita;Takeshi Takenaka;Kanji Ueda
Affiliations:
The University of Tokyo, Tokyo, Japan;The University of Tokyo, Chiba, Japan;The University of Tokyo, Chiba, Japan
Venue:
CSTST '08 Proceedings of the 5th international conference on Soft computing as transdisciplinary science and technology
Year:
2008

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Abstract

With increasing networking and globalization of the market, it becomes increasingly difficult to understand how social values of products or services emerge based on the interaction of consumers' value judgments. This paper presents description of a service market model and constructs an agent model of consumers considering a consumer's subjective value using data obtained from a lifestyle survey. Results of the multi-agent simulation show that the pattern of service diffusion can change according to the influence of intensity of network externalities. Moreover, it discusses the characteristics of consumers who use services behind the diffusions.