数据驱动下的个体移动服务产品采纳行为的扩散研究
发布时间：2018-07-25 18:56
【摘要】：随着信息技术的不断发展,个体间的交互更加便捷,同时各类网络平台的不断兴起,使得个体之间的决策变得越来越相互依赖。新产品扩散的研究自Bass模型起,主要是对市场整体扩散过程及结果进行描述和预测,但这些方法均存在一定的局限性,包括完全连接的网络结构、未考虑个体之间的异质性等。本研究从社会网络的视角来研究同伴影响在个体新产品采纳行为中的作用,并通过社会网络将个体行为与市场扩散过程相连接。对于此类研究中难以区分的同质性所带来的内生性问题,本研究通过PSM模型进行了有效的控制。同时,本文使用超过120万社交网络用户的真实数据集,包含完整的社会网络、个体属性及采纳行为等信息,通过数据分析、静态与动态PSM模型相结合的方法,证实了在新产品的扩散中同伴影响的作用。此外,研究发现关系强度对同伴影响具有正向的调节作用。本文对后续从社会网络视角进行产品扩散的研究提供了方法及依据。
[Abstract]:With the continuous development of information technology, the interaction between individuals is more convenient. At the same time, with the rising of various network platforms, the decision-making between individuals becomes more and more interdependent. Since the Bass model, the study of new product diffusion mainly describes and predicts the whole market diffusion process and results. However, these methods have some limitations, including fully connected network structure, not considering the heterogeneity between individuals and so on. This study studies the role of peer influence in individual new product adoption behavior from the perspective of social network, and connects individual behavior with market diffusion process through social network. In this paper, the PSM model is used to control the endogenetic problem caused by the indistinguishable homogeneity in this kind of research. At the same time, we use the real data set of more than 1.2 million social network users, including complete social network, individual attributes and adoption behavior, through data analysis, static and dynamic PSM model method. The role of peer influence in the diffusion of new products is confirmed. In addition, the study found that the relationship strength has a positive regulating effect on peer impact. This paper provides a method and basis for further research on product diffusion from the perspective of social network.
【作者单位】： 西安交通大学管理学院;
【基金】：国家自然科学基金资助项目(71301128,91546119,71331005,71371151)
【分类号】：C93
，
本文编号：2144763
[Abstract]:With the continuous development of information technology, the interaction between individuals is more convenient. At the same time, with the rising of various network platforms, the decision-making between individuals becomes more and more interdependent. Since the Bass model, the study of new product diffusion mainly describes and predicts the whole market diffusion process and results. However, these methods have some limitations, including fully connected network structure, not considering the heterogeneity between individuals and so on. This study studies the role of peer influence in individual new product adoption behavior from the perspective of social network, and connects individual behavior with market diffusion process through social network. In this paper, the PSM model is used to control the endogenetic problem caused by the indistinguishable homogeneity in this kind of research. At the same time, we use the real data set of more than 1.2 million social network users, including complete social network, individual attributes and adoption behavior, through data analysis, static and dynamic PSM model method. The role of peer influence in the diffusion of new products is confirmed. In addition, the study found that the relationship strength has a positive regulating effect on peer impact. This paper provides a method and basis for further research on product diffusion from the perspective of social network.
【作者单位】： 西安交通大学管理学院;
【基金】：国家自然科学基金资助项目(71301128,91546119,71331005,71371151)
【分类号】：C93
，
本文编号：2144763
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