营销科学学报 ›› 2018, Vol. 14 ›› Issue (2): 32-64.

• 论文 • 上一篇    下一篇

社会资本如何影响新产品采纳--基于个体层面社会感染效应的实证分析

杨力,胡左浩,刘霞   

  1. 杨力,云南师范大学泛亚商学院讲师,E-mail: yangli@ynnu.edu.cn。
    胡左浩,清华大学经济管理学院教授,E-mail: huzh@sem.tsinghua.edu.cn。
    刘霞,清华大学经济管理学院副教授,E-mail: liux@sem.tsinghua.edu.cn。
  • 出版日期:2018-06-30 发布日期:2019-09-10
  • 基金资助:

    感谢Yelp公司为本研究提供数据.

How Social Capital Affects New Product Adoption——An Empirical Analysis on Individual-level Social Contagion Effect

Li Yang, Zuohao Hu, Angela Xia Liu   

  1. Li Yang, Pan-Asia Business School, Yunnan Normal University;
    Zuohao Hu,School of Economics and Management, Tsinghua University
    Angela Xia Liu,School of Economics and Management, Tsinghua University
  • Online:2018-06-30 Published:2019-09-10

摘要:

本研究应用社会网络分析的研究范式对新产品采纳过程中个体层面的社会感染效应进行了分析,从影响者的影响力、采纳者的易感性和两者之间的关系特质这三个层面考察了两类性质殊异的社会资本对新产品采纳的不同作用。基于某在线口碑网站真实数据的实证分析表明桥接型社会资本对影响力和易感性均有正向影响,而结合型社会资本对新产品采纳没有直接的作用,但两类社会资本对影响力的交互作用是互补的,对易感性的交互作用则是互替的。分析结果在控制了样本选择偏差、消费者同质性和企业营销活动的影响之后依然稳健。

关键词: 社会资本, 社会网络分析, 新产品扩散, 社会感染, 同侪影响

Abstract:

Following the paradigm of social network analysis, the research tackles the individual-level social contagion effect in the new product adoption process, and tests the varied impact of two heterogenous forms of social capital on new product adoption from the perspectives of the influencer’s influence, the adopter’s susceptibility and characteristics of the relationship between the influencer and adopter. Based on the real-world data from an online word-of-mouth website, an empirical analysis demonstrates that bridging social capital has a positive effect on both influence and susceptibility, and bonding social capital has no direct effect on susceptibility. Both forms of social capital are complementary in their interactive impact on influence but substitutable on susceptibility. After controlling the effect of selection bias, homophily between consumers and marketing efforts of the firms, the analysis results are still robust.

Key words: social capital, social network analysis, new product diffusion, social contagion, peer influence