Abstract
Good service does not always diffuse because consumer utility of service is heterogeneous because of service characteristics such as intangibility and heterogeneity. Therefore, it is necessary to study diffusion of service by computer simulations to clarify the process of acceptance among consumers. This paper presents a multiagent-based model for diffusion of service which is purchased repeatedly including heterogeneity of consumer utility in complex networks. It is verified that the heterogeneity of consumer utility and network structure affect service diffusion process in the results of computer simulations.
