Study on the Impact of Perceived Network Externalities on Consumers’ New Product Purchase Intention

Yong Zhang; Gang Wan; Liuting Huang; Qiong Yao

doi:10.4236/jssm.2015.81012

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Journal of Service Science and Managemen... > Vol.8 No.1, February 2015

Study on the Impact of Perceived Network Externalities on Consumers’ New Product Purchase Intention ()

Yong Zhang¹, Gang Wan¹, Liuting Huang², Qiong Yao¹

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

DOI: 10.4236/jssm.2015.81012 PDF HTML XML 3,830 Downloads 5,264 Views Citations

Abstract

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.

Keywords

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

Share and Cite:

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.

Conflicts of Interest

The authors declare no conflicts of interest.

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