| 消费者交互作用对网络外部性市场技术演化的影响 |
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| 引用本文： | 鲁皓.消费者交互作用对网络外部性市场技术演化的影响[J].软科学,2012(1):137-141. |
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| 作者姓名： | 鲁皓 |
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| 作者单位： | 西南民族大学管理学院;西南民族大学计算机科学与技术学院;重庆交通大学 |
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| 基金项目： | 国家自然科学基金资助项目(71102167,71001040);教育部人文社会科学基金资助项目(10YJA630207);西南民族大学中央高校基本科研业务费专项资金资助项目(11SZYQN38),西南民族大学管理科学与工程硕士点建设经费资助项目(2012—XWD—S1201) |
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| 摘 要： | 在考虑局部网络效应基础上,从多种技术同时扩散的视角出发,采用仿真模型分析消费者交互作用对网络外部性市场技术演化的影响。研究表明:消费者交互作用所形成的聚集效应是驱动网络外部性市场技术演化的重要因素,在一定程度上决定了技术演化的均衡结果呈现为赢家通吃或多种技术共存。聚集效应使得消费者选择出现"局部偏差",即采用的技术并非是整体市场中占有率最高的。当消费者交互作用的聚集效应越强,技术演化均衡结果往往是多种互不兼容技术共存;当消费者交互作用的聚集效应越弱,技术演化则趋向于赢家通吃。此外,这种聚集效应还会影响企业扩大安装基础和加强市场沟通这两种技术竞争策略的效果。
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| 关 键 词： | 技术演化 多重均衡 消费者交互作用 技术竞争 网络外部性 |
The Influence of Customer Interactions on the Evolution of Market Structure with Network Externalities |
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| ZHAO Liang-jie,a,LI Gao-ping,b,LU Hao.The Influence of Customer Interactions on the Evolution of Market Structure with Network Externalities[J].Soft Science,2012(1):137-141. |
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| Authors: | ZHAO Liang-jie a LI Gao-ping b LU Hao |
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| Institution: | 1.a.School of Management;b.School of Computer Science & Technology,Southwest University for Nationalities, Chengdu 610041;2.Chongqing Jiaotong University,Chongqing 400047) |
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| Abstract: | By considering the local network effects and the diffusion of multi-technology simultaneously,this paper uses an agent-based simulation model to study the effects of social network structure on the evolution of market with network externalities.The results show that the clustering effect by costumer interaction is one of important factors which drive the evolution of market with network externalities.Under some conditions,social network structure will lead the evolution of market with network externalities into multiple equilibria.Both the phenomenon of winner-take-all and coexistence of different incompatible products may happen.Social network structure makes customers’ decisions to be "local bias",which means the product of their choices maybe not the dominant product in the whole market.The clustering of network can sustain the coexistence of different incompatible products.However,the randomness of network will lead the market into a winner-take-all outcome.Those conclusions provide new tools for firms to make effective strategies in the market with;network externalities. |
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| Keywords: | market evolution multiple equilibria costumer interaction technology competition network externalities |
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