망외부성이 디지털 경제의 마케팅에 미치는 영향에 관한 연구 = A study on the effect of network externality on marketing in the digital economy
자료요약
With more sectors showing increasing returns, we are in need of modified concepts, models, and strategies for management in today`s digital economy. In chapter 2, this study incorporates network externality factors into marketing analysis m the digital economy. Total network size, local network size, and network strength are introduced and I found three network externality factors have different effects on the users` future usage intention for the four Internet services, In chapter 3, I developed a new diffusion model that incorporates the indirect network externality. New model incorporates the two-way interactions in forecasting the diffusion of hardware products based on a simple but realistic assumption.
The Effects of Direct Network Externality
the Future Usage of Internet Services
Research hypotheses
Indirect Network Externality