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Determinants of Social Contagion during New Product Adoption

机译：新产品采用过程中社会传染的决定因素

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摘要

In line with some recent research, social contagion is found to represent a very fruitful approach to explain consumer demand. The relatively high explained variance in the actual consumer demand indicates that this approach deserves further elaboration. This study goes a step further by identifying determinants of social contagion using product and consumer fecundity, fidelity, and longevity as explanatory variables. In addition, an important new finding is that it is the product attributes, more than the consumer characteristics, that drive social contagion. Interestingly, it seems that the conclusion can be made that social contagion plays an inherently stronger role in the uptake of telecom products than it does for financial products. This may be due to the private nature of banking products, which are intended to be used alone, behind closed doors. Nevertheless, this analysis shows that even for this product category, social contagion is important. Given the high pace and competitive pressure under which innovation managers operate, the approach presented in this paper offers a workable addition to traditional methods, as it is a relatively simple method that can be carried out very early in the new product development process.
机译：与最近的一些研究一致，发现社会传染是代表一种解释消费者需求的非常有效的方法。实际消费者需求中相对较高的解释方差表明该方法值得进一步阐述。这项研究通过使用产品和消费者的生育能力，忠诚度和寿命作为解释变量来确定社会传染的决定因素，从而进一步向前迈进了一步。此外，一项重要的新发现是，推动社会蔓延的是产品属性而不是消费者特征。有趣的是，似乎可以得出这样的结论：与金融产品相比，社会蔓延在电信产品的使用方面起着固有的作用。这可能是由于银行产品的私密性导致的，这些产品打算在封闭的门后单独使用。但是，该分析表明，即使对于这种产品类别，社会传染也是重要的。考虑到创新管理人员的工作节奏和竞争压力，本文介绍的方法为传统方法提供了可行的补充，因为它是一种相对简单的方法，可以在新产品开发过程的早期进行。

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  • 来源
    《Journal of product innovation management》 |2012年第4期|p.623-638|共16页
  • 作者

    David J. Langley; Tammo H. A. Bijmolt; J. Roland Ortt; Nico Pals;

  • 作者单位

    TNO, the Netherlands Organisation for Applied Scientific Research, Eemsgolaan 3, 9727DW Groningen, the Netherlands;

    Department of Marketing, Faculty of Economics and Business Administration, University of Groningen the Netherlands;

    Delft University of Technology, the Netherlands;

    TON ICT;

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