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Research Article

A theory of innovation diffusion: a simulation study

Chiquan Guoa Department of Marketing, Robert C. Vackar College of Business & Entrepreneurship, University of Texas Rio Grande Valley, Edinburg, TX, USAORCID Iconhttps://orcid.org/0000-0001-6501-4428
ORCID Icon,
Sudipto Sarkarb Department of Marketing and Finance, Frostburg State University, Frostburg, MD, USACorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0001-5974-9663
ORCID Icon,
Sergio Garciac Department of Information Systems, Robert C. Vackar College of Business & Entrepreneurship, University of Texas Rio Grande Valley, Edinburg, TX, USAORCID Iconhttps://orcid.org/0000-0002-8451-7132
ORCID Icon &
Russell Adamsd Department of International Business and Entrepreneurship, Robert C. Vackar College of Business & Entrepreneurship, University of Texas Rio Grande Valley, Edinburg, TX, USAORCID Iconhttps://orcid.org/0000-0001-9644-2126
ORCID Icon
Published online: 27 Jul 2024
 
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ABSTRACT

This study uses the agent-based modeling technique to discover propositions on innovation diffusion that are empirically testable. It finds the adoption rate is positively related to (1) the size of the population, (2) the degree of heterogeneity in consumer learning in the population, (3) the degree of heterogeneity in consumer innovativeness in the population, and (4) the fit-in- desire in the population for innovation. This research adds insights to the innovation diffusion literature and lays the groundwork for future empirical research.

Disclosure statement

No potential conflict of interest was reported by the author(s).

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