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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
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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

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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：在双面市场的背景下，我们将硬件生命周期提出作为超级明星和非超级乐尔软件对硬件采用影响的关键主持人。硬件早期的采用者较少的价格敏感，并且对令人兴奋和具有挑战性的软件有更高的偏好。相比之下，后来的采用者更敏感，更喜欢软件的简单性。与非超级明星相比，超级巨星软件往往更昂贵，更复杂。因此，早期（后来）采用者更喜欢超级巨星（非超级巨星），这导致超级斯特尔（非超级明星）对硬件生命周期的早期（后来）阶段的硬件采用影响更高。使用每月数据来自家庭视频游戏行业的12年时间框架（1995-2007），我们发现Superstar和非超级巨星软件影响硬件需求，但它们在硬件生命周期中的不同点几乎没有。当硬件是新的，超级巨星最有影响力，这种影响成为硬件年龄的影响。相比之下，非超级明星软件对硬件生命周期后面的硬件需求具有积极影响，并且这种影响随着硬件年龄而增加。调查结果显示，最终可用的非超级明星软件的数量影响硬件采用超过可用超级巨星软件的数量。我们根据这些发现提供了几个管理界。

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