Abstract

The goal of this article is to offer new theoretical propositions to advance consumer behavior diffusion research and to provide a cellular automata method for diffusion modeling. We construct a cellular automata model (CAD) that captures the consumer learning mechanism in the purchase behavior diffusion which result in the new product diffusion. The results show that the cellular automata model successfully examined the purchase behavior diffusion on different products both in China and America to compare consumer behavior in different segmentation market for implication on new product marketing.

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