This paper consists of the following seven parts. In the second section, the definition and classification of consumer heterogeneity and the literature review of new product diffusion models are given. The third section presents the detailed model building process. In the fourth section, the simulation process of the pilot study is given. The fifth section gives a series of simulation results. The sixth section tests the sensitivity and validity of the model. The seventh section draws the conclusion and points out the insufficiency and the future research direction.
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