| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1027029 | Australasian Marketing Journal (AMJ) | 2014 | 4 Pages |
摘要我们展现的是通过两阶段过程, 促使主体采纳新技术的观念模型; 相邻的信息提示一个商品更新, 购买的商品可能受到近邻显示的商品影响。在网络世界提供两个选项的情况下, 我们系统地处理 (1) 近邻黑白分明的原始数量, (2) 自然发生的更新率, (3) 近邻采用的黑白相关的信息提示的更新可能性, 及 (4) 决定更新后, 选择白而不选择黑的相关可能性。毫不奇怪, 初始用户、自然更新和相关的更新可能性影响着采纳的速度。另一方面, 市场份额仅受选择白超过选择黑的相关可能性的影响, 完全不会受到其它预测因素的影响。我们发现这个结果适用于各种网络类型或网络的复杂性。
We present a conceptual model where agents are prompted to adopt a new technology through a two-step process: information from neighbours prompts an upgrade, and the option purchased may be influenced by the one demonstrated by the neighbour. In a network world with two options available we systematically manipulate (1) the initial number of neighbours with white compared to black, (2) rate of naturally-occurring upgrade, (3) chance of upgrade prompted by a neighbour using white relative to black, and (4) the relative chance of choosing white instead of black having decided to upgrade. Not surprisingly, adoption speed is influenced by starting users, natural upgrade, and relative upgrade chance. Market share, on the other hand, is influenced only by the relative chance of choosing white over black, with no influence at all from the other predictors. We find that this result applies regardless of the type or complexity of network.
