Author(s)

Yong Zhang¹, Gang Wan¹, Liuting Huang², Qiong Yao¹

¹Management School, Jinan University, Guangzhou, China.
²Human Resources and Social Security Bureau, Zhongshan, China.

In the network economy era, the impact of network externalities on consumers’ new product purchase intention is increasingly significant. However, there is little empirical researches to explore the relationship between these two constructs. This research utilizes the Technology Acceptance Model (TAM) and combines it with perceived risk theory analyzing the relationship between perceived network externalities and new product purchase intention. The results of our empirical study show direct and indirect relationship. The perceived network externalities can influence consumers’ new product purchase intention directly. In addition, they have an indirect impact by influencing the perceived usefulness, perceived ease of use, and perceived risk.

Perceived Network Externalities, Perceived Risk, Purchase Intention, The Technology Acceptance Model (TAM)

Zhang, Y. , Wan, G. , Huang, L. and Yao, Q. (2015) Study on the Impact of Perceived Network Externalities on Consumers’ New Product Purchase Intention. Journal of Service Science and Management, 8, 99-106. doi: 10.4236/jssm.2015.81012.