...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of the Academy of Marketing Science >The impact of superstar and non-superstar software on hardware sales: the moderating role of hardware lifecycle
【24h】

The impact of superstar and non-superstar software on hardware sales: the moderating role of hardware lifecycle

机译：超级明星和非超级明星软件对硬件销售的影响：硬件生命周期的调节作用

获取原文
获取原文并翻译 | 示例
   

获取外文期刊封面封底 >>

       
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

In the context of two-sided markets, we propose hardware lifecycle as a key moderator of the impact of superstar and non-superstar software on hardware adoption. A hardware's earlier adopters are less price sensitive and have a higher preference for exciting and challenging software. In contrast, later adopters are more price sensitive and prefer simplicity in software. Superstar software tend to be more expensive and more complex compared to non-superstars. Therefore, earlier (later) adopters prefer superstars (non-superstars), which leads to higher impact of superstars (non-superstars) on hardware adoption in the early (later) stages of the hardware lifecycle. Using monthly data over a 12-year timeframe (1995-2007) from the home video game industry, we find that both superstar and non-superstar software impact hardware demand, but they matter at different points in the hardware lifecycle. Superstars are most influential when hardware is new, and this influence declines as hardware ages. In contrast, non-superstar software has a positive impact on hardware demand later in the hardware lifecycle, and this impact increases with hardware age. Findings reveal that eventually the amount of available non-superstar software impacts hardware adoption more than the amount of available superstar software. We provide several managerial implications based on these findings.
机译：在双向市场的背景下，我们建议硬件生命周期作为超级明星和非超级明星软件对硬件采用的影响的关键调节器。硬件的较早采用者对价格不太敏感，并且对令人兴奋和具有挑战性的软件有较高的偏好。相反，后来的采用者对价格更敏感，并且更喜欢软件的简单性。与非超级明星相比，超级明星软件往往更昂贵，更复杂。因此，较早（后来）的采用者更喜欢超级明星（非超级明星），这会导致超级明星（非超级明星）在硬件生命周期的早期（后来）对硬件采用产生更大的影响。使用家庭视频游戏行业过去12年（1995-2007年）的月度数据，我们发现超级巨星软件和非超级巨星软件都会影响硬件需求，但它们在硬件生命周期的不同阶段都至关重要。当硬件是新的时，超级明星最有影响力，并且随着硬件的老化，这种影响会下降。相反，非超级明星软件在硬件生命周期的后期对硬件需求产生积极影响，并且这种影响会随着硬件使用年限的增加而增加。结果表明，最终可用的非超级明星软件数量对硬件采用的影响要大于可用的超级明星软件数量。基于这些发现，我们提供了一些管理上的启示。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号