초록

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Abstract ▼ AI-Helper

This study empirically examines consumer choices among competing products in the computer software market which is strongly governed by the dynamics of network economy. Most existing studies on this subject has assumed either that the technical quality of each product determines its market performa...

This study empirically examines consumer choices among competing products in the computer software market which is strongly governed by the dynamics of network economy. Most existing studies on this subject has assumed either that the technical quality of each product determines its market performance at the micro product level or that the sales of each product is determined by the size of existing consumers - i.e. network externality - or by the length of its market tenure - i.e. path dependence - at the macro market level. In contrast, the current paper suggests a research model that empirically tests the effects of sensitivity to technical performance, path dependence, and network externality together at the individual level based on the prediction that each consumer will be affected differently by these factors. According to the results of the empirical analysis for a data-set on the Korean word-processor market, consumer choices among competing network products were found to be affected significantly by each individual's sensitivity to technical performances measured by the degree of that person's use of Korean word-processors, personal-level path dependence indicated by the length of time for which each person has used a particular product, and the externality in each consumer's interpersonal networks measured by the distribution of competing word-processors among those others with whom he or she exchanges word-processor files.