基于BOP群体采纳行为的包容性创新产品扩散研究

Empirical Driven Research on Impact of Adoption Behavior of BOP Cluster on Diffusion of Inclusive Innovation Products

包容性创新产品的扩散问题已成为其发展的瓶颈,不同学者采用以案例分析为主的方法对该问题展开了论述,但仍未达成一致意见。为此,采用实证分析与复杂社会网络相结合的方法,研究包容性创新产品的扩散问题。首先,以BOP群体为切入点,探析包容性创新产品在BOP群体间的扩散机理;其次,建立基于结构方程模型的包容性创新产品扩散模型,研究发现:信息传播渠道、初始信任、产品成本对其扩散有显著影响;最后,根据前期实证分析数据,采用多agent模型模拟包容性创新产品的扩散轨迹,结果表明:包容性创新产品在BOP群体间的扩散轨迹呈S形曲线。

The diffusion of products has been a bottleneck for the development of inclusive innovation, different reasearchers adopted a case study method-base methods to analysis the issue, but not yet reached a consesus Therefore, this paper uses the empirical analysis and complex social networks combining methods to study the diffusion of inclusive innovation products. First, studies on the diffusion mechanism of inclusive innovation products between the BOP cluster, taking the BOP cluster as a starting point; Secondly, establishes the inclusive innovation diffusion model based on structural equation model, the study found that informaiton dissemination channels, initial trust, the cost of the products have a significant impact on the diffusion; And finally, according to the empirical data of preliminary analysis, simulates the diffusion path of inclusive innovation products through the multi-agent model, results show that the diffusion path of inclusive innovation products between the BOP cluster exhibits S shape curve.