消费者交互作用对网络效应产品扩散的影响——基于产品生命周期的视角

从消费者采用产品过程的生命周期(PLC)视角出发,运用微观扩散模型仿真分析消费者交互作用对网络效应产品扩散的影响.研究表明:消费者交互作用所产生的局部网络效应能够加快产品扩散早期和中期速度,而聚集效应则会降低产品扩散中期速度; 消费者之间交互强度越强,产品扩散中期速度越快; 全局交互型消费者则会降低产品扩散早期速度,但能提高产品扩散中期速度;且上述因素对网络效应产品PLC不同阶段扩散速度的影响还会由于消费者交互作用所形成的复杂社会网络结构差异而呈现不同模式.这些研究结论能够为网络外部性市场中企业的营销策略提供一定新启示.

The influence of customer interactions on the diffusion of products with network effects:A view based on product life cycle

From the view of product life cycle(PLC)which is based on the process of customers’ adoption, this paper used a micro diffusion model to analysis the diffusion of products with network effects.The simulation results show that the local network effects of customer interactions increase the diffusion speed both at early and middle stage.The clustering effects of customer interactions could impede the diffusion speed at middle stage.The stronger the interactions between customers are,the faster the diffusion speed at middle stage is.The type of global interaction customer decreases the diffusion speed at early stage, but it could increase the diffusion speed at middle stage.Furthermore,the influence of those factors above on the diffusion speed of products with network effects would exhibit different patterns due to the different structures of complex social network.Those conclusions provide new marketing strategy implications for firms in markets with network externalities.