Earticle

초록

영어

The prevalent phenomenon in the high technology market shows market-determined do facto standard is preferred to de jure standard determined by formal organization. The purpose of the study is to provide a framework to empirically examine the relationship between network externalities and switching costs from the consumer's point of view Key findings of the study are ： First, physical compatibility and upgradability are positively related to the network externalities. Second, conceptual compatibility and expertise are negatively related to the switching costs. Third, the network externalities and the switching costs are positively related to the continuous usage decision. Finally, the network externalities are positively related to the switching costs. The followings are major implications of the study. First, network externalities and bandwagon effects have different causal relationship respectively. Second, contrast to Weiss and Heide's (1993) study, the study suggests multiple dimensions of compatibility, Third, physical compatibility and upgradability increase switching costs through network externalities as the moderator.

목차

Abstract
 1. 문제제기 및 연구목적
 2. 이론적 배경 및 가설설정
  2.1 네트워크 외부성
  2.2 전환비용
 3. 연구방법
  3.1 조사대상기술
  3.2 조작적 정의와 측정
  3.3 설문지개발과 자료수집
 4. 연구결과
 5. 결론 및 마케팅 시사점
 참고문헌
 부록

저자

• 현정석 [ Hyun, Jung Suk | 탐라대학교 사회과학부 전임강사 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  대한안전경영과학회지 [Journal of Korea Safety Management & Science]

• 간기

  계간

• pISSN

  1229-6783

• eISSN

  2288-1484

• 수록기간

  1999~2025

• 십진분류

  KDC 530 DDC 620