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

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.



Citation:

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 .

Authors

Napatsorn Jiraporn, State University of New York at Binghamton, USA
Kalpesh Desai, State University of New York at Binghamton, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



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