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Der Einfluss von persönlichen Netzwerken auf die Adoption von Innovationen

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  • Kuhlmann, Jan
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    Trotz intensiver Auseinandersetzung der Adoptionsforschung mit dem Einfluss von interpersoneller Kommunikation auf die Adoption von Individuen sind nur schwache oder widersprüchliche empirische Belege in der Literatur zu finden. Am Beispiel eines innovativen Anästhesiegeräts untersucht Jan Kuhlmann diesen Zusammenhang und stellt einen Vergleich zwischen der Wirkung von interpersoneller Kommunikation und Werbemaßnahmen an. Dabei werden die Einflussfaktoren dynamisch als über die Zeit variabel operationalisiert. Die Analyse wird jeweils getrennt für die Teilphasen der Bewusstseins- und Meinungsbildung und für den gesamten Adoptionsprozess durchgeführt. Unter Zuhilfenahme der Netzwerkanalyse werden Netzwerkstrukturen zwischen Chefanästhesisten in den USA erhoben und in der empirischen Analyse mit der Methodik der Hazard-Raten-Modelle verknüpft.

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    This book is provided by ZBW - German National Library of Economics in its series EconStor Theses with number 26765 and published in 2008.
    Handle: RePEc:zbw:esthes:26765
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