BU Research Blog

Bournemouth University (BU) has collaborated with the University of Exeter on modelling innovation adoption diffusion. The work, led by Dr. Wei Koong Chai in BU, draw on the epidemic theory and model the diffusion dynamics considering (1) the role of network structures in dictating the spread of adoption and (2) how individual’s characteristic/capability influences the path of diffusion (e.g. an individual may have different attitude or ability towards adopting a new innovation). A positive adoption decision is related to the number of neighbors adopting the innovation. The neighbors decisions are, in turn, dependent on their own neighbors and so, it forms a complex cascading inter-dependent relationship between the different individuals in the network. As such, each node in the network is unique and its relevant adoption rate must be considered separately conditioned with the activities occurring in the network over time.

The model offers insights into how the network spectrum affects the innovation exposure rate and spreading of innovation individually and across communities with different adoption behaviours. It also illustrates the effects of the embedded social structure and the characteristics of individuals in the network on the path of innovation diffusion via two use cases: (i) innovation adoption of EU countries in a Single Market Programme and (ii) innovation adoption of specific class of technology (specifically financial technologies (FinTech)).

Reference:

Duanmu, JL., Chai, W.K. Modelling innovation adoption spreading in complex networks. Appl Netw Sci 10, 10 (2025). https://doi.org/10.1007/s41109-025-00698-8