The emergence of an aging society will increase the position of older adults as consumers. However, Internet-based consumption activities among older adults is still developing. This study focuses on online shopping and attempts to analyzes the influence to innovation diffusion caused by perceived risk and decision-making of older adults and elucidate market growth mechanism of senior market by simulation with decision-making using prospect theory and innovation diffusion model combined. The analysis demonstrated that the innovation diffusion in older adult market is characterized not only by risk averse property, but also influence to decision-making with aging while maintaining reference point of value. By understanding the age effect to diffusion process and applying proper marketing strategy, more effective innovation diffusion among older adults can be realized.

In the open source hardware, all of the schematics and the related software source codes are open and it is legal to make compatible devices. Since the manufacturers of the compatible devices can avoid the cost to develop the hardware and the software, they can provide the compatible devices at lower prices. Due to this feature, the developer of the original hardware faces the competition with the compatible devices. It is possible that the original developer is defeated because of the relatively higher price. In the real world, however, there is coexistence among the original device and its compatible ones. To obtain the insight for this phenomenon, we picked up the microcontroller board Arduino and investigated how its users evaluate the original device and its compatible devices. We made the investigations in Japan and China to see the dependence on the cultures. It was found that the price is not an important factor and that original hardware is more preferred in China than in Japan.