抄録
In product market with network externalities, outperformed products do not always prevail. Therefore, the product market is often modeled and examined by simulations to clarify those phenomena. In previous researches, multiagent system simulations in complex networks are often used and the feasibilities are confirmed. In this paper, it is proposed that threshold models are introduced into the multiagent system simulations in complex networks to consider consumers' heterogeneity. Computer simulations are conducted to verify the relationship between consumer network structure and heterogeneity affect product diffusion. In the results, it is revealed that consumers tend to purchase a product followed by the network externality effect although the consumers have little preference for buying a product, and consumers with high betweenness play an important role to product diffusion.
