Adoption of Network Externality Products:The Interactive Influence of Self-Construal, Branding Strategy, and Source of Information

Napatsorn Jiraporn, State University of New York at Binghamton, USA
Kalpesh Desai, State University of New York at Binghamton, USA
This research examined the influence of consumer, product, and brand factors on the adoption of network externality products—a phenomenon where the utility of a product increases as the number of its adopters increases, e.g. DVD players. Results of two studies revealed, contrary to prior research, relative to interdependent-self consumers, independent-self consumers expressed moderately greater (lower) preference for new network products with a less differentiated feature but compatible technology (a highly differentiated feature but incompatible technology). Moreover, when respondents were told that trial users of new network products were dissimilar, independent-self (interdependent-self) consumers preferred the new network product from a broad (narrow) brand. For similar trial users, consumers of both selves did not differ in their preference between a broad vs. narrow brand.
[ to cite ]:
Napatsorn Jiraporn and Kalpesh Desai (2010) ,"Adoption of Network Externality Products:The Interactive Influence of Self-Construal, Branding Strategy, and Source of Information", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 471-472 .