Social Influence and Multiple Choices: Evidence from Virtual Products Adoption

摘要：

　　This study examines the effect of social influence on the adoption of multiple products for the same category (basic choice and upgrade choice).Based on a unique large-scale data set from an online game community and a competing-risk model, the results show that social influence could significantly elevate users product adoption on both products, but the effect on users upgrade product adoption is greater than that on users basic product adoption.Furthermore,users with middle social status are more susceptible to others upgrade product adoption than users with low or high social status.In addition, network density positively moderates users susceptible to the effect of social influence in upgrade product adoption decisions.These results provide pivotal theoretical and practical implications and should be considered by marketers that aim to predict and affect users adoption of multiple products.

关键词： social influence basic product vs.upgrade product product adoption competing-risk model

作者: Qing Huang Dianwen Wang

作者单位: School of Economics and Business Administration, Chongqing University, Chongqing, China School of Management, China University of Mining and Technology, Jiangsu, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 152-153

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）