• 경영과학
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• 제26권3호
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• pp.169-184
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• 2009

Recently, mobile telecommunication businesses contend with each other to expand their customer base by using aggressive marketing strategies. In order to determine if there strategies are effective, customer's switching behavior needs to be studied. This study identifies and analyzes direct, indirect factors that may customer switching behavior : attractiveness of alternatives, network externality, and switching cost. Results reveals that attractiveness of alternatives, network externalities have a direct impact on customer switching behavior. These two factors also have moderating effects on customer switching behavior but the switching cost does not In short, network externalities and alternatives strategically determine the success of 3.5G service. In this regard, mobile business should improve their own attractiveness of alternatives by developing specialized service in 3.5G service.

• Journal of Information Technology Applications and Management
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• 제27권6호
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• pp.197-224
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• 2020

Mobile games have become one of the most important driving forces of the game industry. We focus on the continuous intention to use Chinese mobile games from the perspective of experiential marketing and network externalities. We integrate user experience, network externalities and flow theory into expectation confirmation model and explore the influencing factors of continuous usage intention of Chinese mobile game and propose a research model. Game experience, service experience, perceived enjoyment, social interaction, challenge, perceived number of users and perceived number of peers were employed as independent variables, while flow, perceived value and satisfaction as mediating variables and continuous intention as the dependent variable. After surveying 426 samples, the model is tested with structural equation model. The results reveal that perceived enjoyment significantly positively influences perceived value, flow, satisfaction, and continuous intention. The greater the enjoyment of the game, the greater the satisfaction of the game and the greater the willingness to use it continuously. Game experience has a significant direct effect on continuous intention, which indicates that a better game experience can retain more users. Service experience and perceive number of peers positively influence satisfaction. Another finding is that social interaction and perceived number of users positively influence perceived value and flow, which indicate that social attributes are critical roles for retaining users. Game challenge also positively influences flow. The proper level of challenge is more likely to cause users to enter the state of flow. Flow indirectly influences continuous usage intention through the satisfaction of the game, which indicates that satisfaction is driven by flow experience and further retaining users. Empirical results implied that mobile game companies need to focus on improving user experience, expectation satisfaction and extending network externalities to improve the continuous intention of using mobile game.

• 한국경영과학회지
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• 제35권4호
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• pp.55-79
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• 2010

This study deals with a model for platform competition in a two-sided market. We suppose there are both direct and indirect network externalities between suppliers and users of each platform. Moreover, we suppose that both users and suppliers are distributed in their relative affinity for each platform type. That is, each user [supplier] has his/her own preferential position toward each platform, and users [suppliers] are horizontally differentiated over [0, 1]. And for analytical tractability, some parameters like direct and indirect network externalities are the same across the markets. Given the parameters and the pricing profile, users and suppliers conduct subscription game, where participants select the platform that gives them the highest payoffs. This game proceeds according to a replicator dynamics of the evolutionary game, which is simplified by properly defining gains from participant's strategy in the subscription game. We find that depending on the strength of these network effects, there might either be multiple stable equilibria, at which users and suppliers distribute across both platforms, or one unstable interior equilibrium corresponding to the market tipping in favor of either platform. In both cases, we also consider the pricing power of competing platform providers under the framework of the Stackelberg game. In particular, our study examines the possible effects of the type of competition between platform providers, which may constrain the equilibrium selection in the subscription game.

• 한국경영과학회지
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• 제31권4호
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• pp.105-123
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• 2006

Previous research on two-sided markets has, for the most part, concentrated on indirect network externalities between buyers alto sellers. This paper considers direct competition effect among sellers and among buyers as well as indirect network externalities. We develop an analytic model of C2C e-marketplaces and examine whether a monopolistic incumbent could successfully deter new entry into its market. We find that the effect of the number of sellers or buyers on the price of goods depends on whether sellers have decided to sell the goods using an auction or fixed pricing rule and on the characteristics of the goods. We argue that when the effect of the number of sellers on the price of goods is significantly larger than that of buyers, there is a high possibility of entry. In particular, we show that entry becomes more difficult to deter as fixed-price format is adopted more frequently or the proportion of collectables is relatively low.

• 지식경영연구
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• 제13권3호
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• pp.1-16
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• 2012

Nowadays, many first-time Internet users start off heavily using SNSs (Social Network Sites), such as Cyworld, Facebook, and Twitter. The reason for the growth of SNS use is closely related to the various services of gaming, playing, using entertainment items, sharing knowledge etc., provided by the SNS; technically, the most important of the services provided would be the behavior of sharing knowledge among people connected and networked in the site. In sum, we assume that the users may communicate well with each other and pay attention to building a close social network using the abovementioned activities. However, researchers have just begun to focus on the issues explaining why Internet users rush into SNSs and enjoy their time there. Therefore, we investigated the reasons for posting and sharing knowledge voluntarily on the SNS and how others respond to the posted knowledge and are actually affected by the behavior. We applied social identity theory and social capital theory in this study to find which network externalities in SNSs may affect online identity-based attachment and cause them to produce a knowledge sharing generation. We found that people's online identity in SNSs is closely related to and influences knowledge sharing. This empirical study resulted in the importance of social relations in SNSs, which leads to sharing knowledge.

• 산업경영시스템학회지
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• 제38권3호
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• pp.149-158
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• 2015

The purpose of this paper is to investigate the determinants of new product diffusion. We seek to document and explain systematic features of product diffusion. In this essay, we examine the well-documented empirical regularity that the speed of diffusion has accelerated during the twentieth century. The empirical results show that the main source of acceleration are faster declines in prices. Faster price declines make the product affordable to more consumers within a given period of time. Based on theories of intertemporal price discrimination and learning-by-doing, the association between the speed of adoption and the speed of price decline was explained. Faster price declines are attributed to several product characteristics as well as changes in income distribution. Above all, the introduction of consumer electronic products in more recent years can be regarded as the most important factor in accelerating price declines. Consumer electronic products are technologically different from non-electronic goods, in that semiconductors are important components. As the price of semiconductors has dropped rapidly, the falling production costs can be rapidly incorporated to the price of consumer electronic goods. Furthermore, most of the recently introduced consumer electronic products have network externalities, and many products with network externalities require complementary products. A complementary product becomes more readily or cheaply available as more people have the main product. One major difference between previous studies and this study is that the former focuses only on the factors that operate directly on the speed of adoption, while this study incorporated factors that work through price changes as well as the factors that work directly on the speed of adoption.

• Asia pacific journal of information systems
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• 제11권3호
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• pp.91-104
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• 2001

Like other communication networks, the Internet is establishing and reinforcing connections between market participants. By adapting to these networks, market participants are able to obtain the power of network to create new benefits in on-line markets. In this paper, we develop three stage non-cooperative game models to analyze the community related business market in electronic commerce where network externalities are present. It is found that, regardless of its market share, individual firm in a market tends to favor a community network. The analysis also shows there exist some possibilities that these community networks can trap the market in an inferior state when better alternatives are available to yield greater social welfare.

• 기술혁신연구
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• 제17권1호
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• pp.119-148
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• 2009

최근에 서비스산업의 혁신 구조와 유형을 연구하기 위하여 서비스혁신 모형에 대한 논의가 활발하게 진행되고 있다. 본 연구에서는 디지털컨텐츠산업을 분석하여서 서비스 제공자, 컨텐츠 개발자, 사용자 및 네트워크 제공자 사이의 연계성을 연구할 수 있는 혁신시스템의 모형을 제시하였고, 서비스적인 면과 제조업적인 면을 동시에 포함하고 있는 디지털컨텐츠산업 혁신시스템의 특성을 분석하였다. 본 연구에서는 Gallouj and Weinstein(1997) 및 Gallouj(2002)이 제시한 서비스혁신시스템 모형의 바탕 위에서 디지털컨텐츠산업의 특성인 사용자 참가 및 네트워크 외부효과( network externalities) 등을 추가하여서 디지털콘텐츠 서비스 혁신시스템 모형을 구성하였다. 이 모형의 적절성을 검증하기 위하여 우리나라의 온라인게임산업의 혁신 과정 사례를 분석하였고, 사례분석을 통하여 디지털컨텐츠산업의 혁신 유형의 분석, 서비스혁신(service innovation)과 제조혁신(manufacturing innovation)과의 관계, 정부정책의 유효성 등에 대하여 분석하였다. 본 연구에서 도출한 혁신시스템 모형은 디지털컨텐츠산업의 역동성을 이해하는데 다음과 같은 이점을 가지고 있다. 첫째, 컨텐츠 개발자, 플랫폼 제공자 및 네트워크 제공자 사이에 일어나는 제조혁신과 서비스제공자와 사용자 사이에 일어나는 서비스혁신을 분리하였으므로 양 혁신 간의 상호작용을 모형 내에서 분석할 수 있다. 제조혁신과 서비스혁신의 분리를 통하여 디지털컨텐츠산업에 대한 정부의 규제 또는 촉진 정책의 영향을 구체적으로 분석할 수 있다. 둘째, 모형 내에 네트워크의 외부효과를 내생변수화 함으로써 네트워크의 외부효과가 혁신의 선 순환을 일으키는 방식과 구조를 알 수 있는 장점이 있다. 셋째, 서비스혁신의 유형은 제조혁신의 유형과 상이하며 그 효과에 있어서도 큰 차이가 나는 점을 파악할 수 있다. 특히 비 파생적 혁신의 하나인 재조합적 혁신은 제조업에서는 중요하지 않지만, 서비스산업에서는 핵심역량을 구성 한다. 서비스산업의 복제방지 제도가 미비함에도 불구하고 복제가 어려운 이유 중의 하나는 서비스산업이 가지고 있는 독특한 핵심역량 때문이다. 본 연구 결과는 디지털컨텐츠산업의 지속적인 발전의 기초가 되는 여러 유형의 혁신을 촉진하고 유지할 수 있는 정책적 기초를 제공할 수 있는 점에 의의가 있다.

• Journal of Information Technology Applications and Management
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• 제15권1호
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• pp.117-137
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• 2008

Using the service innovation system model, the development of Korean online game industry is analyzed. The model proposed by Gallouj (2002) is modified in order to reflect IT service characteristics such as network externalities. Success factors and innovations patterns of Korean online game industry are examined. First, at the early stage of her growth, Korean online game industry was not supported or coordinated by any Government policies unlike DRAM, CDMA or TFT-LCD. Many parts of technical and service innovations were unintentionally initiated by online game developing ventures without predeterminde strategies. Second, the online game industry is basically a service industry so that users' needs and technical and service characteristics are intertwined to produce innovation. The innovation system of the online game industry is quite different from conventional product technological innovation systems in a sense that there are no blueprints for innovation as well as major players in the system. Third, Government's policies for promotion of IT industry such as the broadband infrastructure installation policy, the hi-tech venture promotion policy and the military exemption policy contributed greatly to development of the online game industry. However, these policy tools were not intended for online game industry but in the end gave a great impact on the service innovation system of the online game industry.

• Asian Journal of Innovation and Policy
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• 제10권2호
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• pp.212-235
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• 2021

In spite of the increasing popularity of the Ricardian model for the study of the impact of climate change on agriculture, there has been few attempts to examine the role of interregional spillovers in this framework and all of them rely on geographical proximity-based weighting schemes. We remedy to this gap by focusing on the spatial externalities of surface water flow used for irrigation purposes and demonstrate that farmland value, the usual dependent variable used in the Ricardian framework, is a function of the climate variables experienced locally and in the upstream locations. This novel approach is tested empirically on a spatial panel model estimated across the counties of the Southwest USA over 1997-2012. This region is one of the driest in the country, hence its agriculture relies heavily on irrigated surface water. The results highlight how the weather conditions in upstream counties significantly affect downstream agriculture, thus the actual impact of climate change on agriculture and subsequent adaptation policies cannot overlook the streamflow network anymore.