Peer Influence in Network Markets: An Empirical Investigation
AbstractWe analyze the effect of peer influence on the diffusion of an innovative network good. We argue that the adopters of a network good have an incentive to convince others to purchase the same product because their utility depends on the number of other users. This peer-effect influences individuals’ adoption decisions alongside the more familiar installed-base-effect, based on the individual’s own insight that a larger number of installed units increases his/her benefit of adopting. We test empirically which effect dominates with Instant Messaging, an innovative network good. We arrive at surprising results with far-reaching implications for research and management. The diffusion of Instant Messaging was to a large extent driven by the peer-effect, but the installed base-effect seemed to play no role. We perform our estimation with a discrete time hazard rate model that controls for unobserved heterogeneity.
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Bibliographic InfoArticle provided by LMU Munich School of Management in its journal Schmalenbach Business Review.
Volume (Year): 59 (2007)
Issue (Month): 4 (October)
Hazard Rate Model; Innovation Diffusion; Instant Messaging; Network Markets; Peer Influence;
Other versions of this item:
- Block, J.H. & Koellinger, Ph.D., 2007. "Peer Influence in Network Markets: An Empirical Investigation," ERIM Report Series Research in Management ERS-2007-063-ORG, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
- M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising
- O32 - Economic Development, Technological Change, and Growth - - Technological Change; Research and Development; Intellectual Property Rights - - - Management of Technological Innovation and R&D
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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