Abstract
In this paper, we discuss how the neighbors affect the decision of consumer behavior over diffusion of innovation.
We have suggested an agent-based model of diffusion and showed that on a online social network which have both of "scale-free" and "small world" properties, 1) the informative effect can cause a take-off, but it is not sufficient to reach the completion of diffusion. 2) However, the combination of the informative and normative effects can easily bring a take-off before accelerating the diffusion and reaching the completion in the end. 3) The informative effect makes information propagate fast over a "scale-free" network, and so does the normative effect over a highly-clustered network.
