4C1 SIMULATION BASED DIFFUSION ANALYSIS OF PLURAL COMPETING SERVICES IN CONSUMER NETWORKS : INTRODUCING HETEROGENEITY INTO CONSUMER UTILITY(Technical session 4C: OS3: Service engineering(1)) :

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Services with good qualities do not always diffuse because service quality is often unstable because of the nature of service delivery systems involving human. Furthermore, consumers cannot confirm the quality of service before purchase because service has no shape. It is necessary to study diffusion process of service by computer simulations to clarify the process of acceptance among consumers. This paper presents a multiagent-based model for diffusion of plural services including heterogeneity of consumer utility in consumer networks. It is verified that the heterogeneity of consumer utility and network structure affect service diffusion process in the results of computer simulations.

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