Competitive Dynamics between Physical and Virtual Markets in Multiplex Networks

Despite having interesting results of analyzing the adoption e-commerce using social networks, diffusion does not occur in a single-layered network. There is sufficient evidence that game theory, complex networks and Theory Planned Behavior are suitable frameworks to represent some part dynamics innovation diffusion. However, it necessary integrate this methodological triplet accept an emergent behavior generated by more real causes. We analyzed effect multiplex topology when people decide make transactions through virtual or physical channels, found connectivity key issue managing agent’s behavior. This also translates into greater coordination agents' decisions. When formed at least one network with very efficient information flow, will govern affecting channel selection reduce transaction uncertainty. In addition, we investing worthwhile trust low channel; otherwise, have enough impact increase current transactions. article makes significant contribution showing new way analyze as well practical evidencing effects structures on both intentions actions.