Research on Diffusion of New Products with Network Externalities based on Technology Acceptance Model

• Project/Area Number: 20330093
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Single-year Grants
• Section: 一般
• Research Field: Commerce
• Research Institution: Kansai University
• Principal Investigator: KAWAKAMI Tomoko 関西大学, 商学部, 教授 (10330169)
• Co-Investigator(Kenkyū-buntansha): KISHIYA Kazuhiro 関西大学, 商学部, 准教授 (40330170) ; TAKEMURA Masaaki 明治大学, 商学部, 教授 (30252381)
• Project Period (FY): 2008 – 2010
• Project Status: Completed (Fiscal Year 2010)
• Budget Amount: ¥14,560,000 (Direct Cost: ¥11,200,000、Indirect Cost: ¥3,360,000); Fiscal Year 2010: ¥3,770,000 (Direct Cost: ¥2,900,000、Indirect Cost: ¥870,000); Fiscal Year 2009: ¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000); Fiscal Year 2008: ¥6,500,000 (Direct Cost: ¥5,000,000、Indirect Cost: ¥1,500,000)
• Keywords: 技術受容モデル / ネットワーク外部性 / 新製品 / 普及 / クチコミ / ロコミ

Research Abstract

In this study, we combined two research streams, 1) regarding technology acceptance model and 2) network externalities. We conceptualized their relationships with variables of consumer behaviors including the effects of personal and virtual word-of-mouth and so on. Then we tested the model and hypotheses using the large scale data annually collected from adopters and non-adopters of such product categories as portable game players, smart phones, Blu-ray DVD players and e-readers. Theoretical and practical implications are discussed.

Research Products

• [Journal Article] E-book Retailing in the U. S. and Japan (2010)
  • Author(s): 川上智子、マーク・E・パリー
  • Journal Title: The 8th SARD(Society of Asian Retailing and Distribution) Workshop Proceedings
  • Peer Reviewed
• [Journal Article] Miracle, An Exporatory Study of Product Placement in Television Drama Programs in Japan and The USA (2010)
  • Author(s): Kishiya, Kazuhiro and Gordon E
  • Journal Title: 商学論集 Volume: 第55巻 Pages: 19-32
• [Journal Article] E-book Retailing in the U.S. and Japan (2010)
  • Author(s): 川上智子、マーク・E・パリー
  • Journal Title: The 8th SARD (Society of Asian Retailing and Distribution) Workshop Proceedings CD-ROM.
  • Peer Reviewed
• [Journal Article] An Exporatory Study of Product Placement in Television Drama Programs in Japan and The USA (2010)
  • Author(s): Kishiya, Kazuhiro, Gordon E. Miracle
  • Journal Title: 商学論集 第55巻 Pages: 19-32
• [Journal Article] E-book Retailing in the U.S. and Japan (2010)
  • Author(s): 川上智子、マーク・E・パリー
  • Journal Title: The 8th SARD (Society of Asian Retailing and Distribution) Workshop Proceedings Volume: (CD-R)
  • Peer Reviewed
• [Journal Article] An Exploratory Study of Product Placement in Television Drama Programs in Japan and The USA (2010)
  • Author(s): Kishiya, Kazuhiro, Gordon E.Miracle
  • Journal Title: 商学論集 Volume: 55 Pages: 19-32
  • NAID: 120005685816
• [Journal Article] テレビ番組における広告類似効果の現状と課題 (2008)
  • Author(s): 岸谷和広・水野由多加
  • Journal Title: 広告科学 Volume: 第49巻 Pages: 109-126
• [Journal Article] テレビ番組における広告類似効果の現状と課題 (2008)
  • Author(s): 岸谷和広・水野由多加
  • Journal Title: 広告科学 第49巻 Pages: 109-126
• [Journal Article] テレビ番組における広告類似行為の現状と課題 (2008)
  • Author(s): 岸谷和広, 水野由加
  • Journal Title: 広告科学 第49巻 Pages: 109-126
• [Presentation] E-book retailing in the US and Japan (2011)
  • Author(s): マーク・E・パリー、川上智子
  • Organizer: マーク・E・パリー先生招聘ワークショップ「書籍流通の動向と電子化」
  • Place of Presentation: 関西大学(大阪)
  • Year and Date: 2011-03-09
• [Presentation] Personal and Virtual Word-of-Mouth Effect on Technology Acceptance (2011)
  • Author(s): 川上智子、岸谷和広、マーク・E・パリー
  • Organizer: AMA Winter Educators' Conference
  • Place of Presentation: キサス州オースティン
  • Year and Date: 2011-02-18
• [Presentation] Personal and Virtual Word-of-Mouth Effect on Technology Acceptance (2011)
  • Author(s): Mark E.Parry, Tomoko Kawakami, Kazuhiro Kishiya
  • Organizer: AMA Winter Educators'Conference
  • Place of Presentation: アメリカ合衆国テキサス州オースティン
  • Year and Date: 2011-02-18
• [Presentation] Personal and Virtual Word-of-Mouth Effect on Technology Acceptance (2011)
  • Author(s): マーク・E・パリー、川上智子、岸谷和広
  • Organizer: AMA 2011 Winter Educators' Conference
  • Place of Presentation: アメリカ合衆国テキサス州オースティン
  • Year and Date: 2011-02-18
• [Presentation] Still Looking East? (2010)
  • Author(s): 竹村正明
  • Organizer: Conference on Marketing and Business Strategies for Central & Eastern Europe
  • Place of Presentation: オーストリア共和国ウィーン
  • Year and Date: 2010-12-02
• [Presentation] E-book Retailing in the U. S. and Japan (2010)
  • Author(s): 川上智子、マーク・E・パリー
  • Organizer: Proceedings of the 8th SARD(Society of Asian Retailing and Distribution)ワークショップ
  • Place of Presentation: 流通科学大学(神戸)
  • Year and Date: 2010-11-26
• [Presentation] Personal Word-of-Mouth, Virtual Word-of-Mouth, and Innovation Use (2010)
  • Author(s): 川上智子、マーク・E・パリー、岸谷和広
  • Organizer: Korean Academy of Marketing Science 2010 Global Marketing Conference
  • Place of Presentation: ホテルオークラ東京(東京)
  • Year and Date: 2010-09-11
• [Presentation] The Relationship between Attitudes toward Advertising Websites and Cultural Characteristics in Japan and the USA (2010)
  • Author(s): Kishiya, Kazuhiro, Gordon E.Miracle
  • Organizer: Korean Academy of Marketing Science 2010 Global Marketing Conference
  • Place of Presentation: ホテルオークラ東京(東京)(招待講演)
  • Year and Date: 2010-09-11
• [Presentation] コラボレーションが創る消費者行動研究の未来:海外研究者とのコラボレーション (2010)
  • Author(s): 川上智子
  • Organizer: 日本消費者行動研究学会
  • Place of Presentation: 駒沢大学(東京)(招待講演)
  • Year and Date: 2010-05-08
• [Presentation] Effects of Word-of-Mouth and e-Word of Mouth on Innovation Use in the Presence of Network Externalities (2010)
  • Author(s): 川上智子、岸谷和広、マーク・E・パリー
  • Organizer: AMA Winter Educators' Conference
  • Place of Presentation: アメリカ合衆国ルイジアナ州ニューオーリンズ
  • Year and Date: 2010-02-20
• [Presentation] Effects of Word-of-Mouth and e-Word of Mouth on Innovation Use in the Presence of Network Externalities (2010)
  • Author(s): Kawakami,Tomoko, Mark E.Parry, Kazuhiro Kishiya
  • Organizer: AMA Winter Educators'Conference
  • Place of Presentation: アメリカ合衆国ルイジアナ州ニューオーリンズ
  • Year and Date: 2010-02-20
• [Presentation] Effects of Word-of-Mouth and e-Word of Mouth on Innovation Use in the Presence of Network Externalities (2010)
  • Author(s): Kawakami, Tomoko, Mark E.Parry, Kazuhiro Kishiya
  • Organizer: AMA Winter Educators' Conference
  • Place of Presentation: ニューオリンズ・シェラトンニューオーリンズ
  • Year and Date: 2010-02-20
• [Presentation] A Case Study on the Next Strategy of Japanese Company in CEE (2009)
  • Author(s): Masaaki Takemura
  • Organizer: 17th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe
  • Place of Presentation: Vienna, Austria
  • Year and Date: 2009-12-03
• [Presentation] Factors Affect Use Diffusion of New Products with Network Externalities (2009)
  • Author(s): Kawakami, Tomoko、Kazuhiro Kishiya
  • Organizer: INFORMS Marketing Science Conference
  • Place of Presentation: アメリカ合衆国ミシガン州アナーバー
  • Year and Date: 2009-06-05
• [Presentation] Factors Affect Use Diffusion of New Products with Network Externalities (2009)
  • Author(s): 川上智子, 岸谷和広
  • Organizer: INFORMS Marketing Science Conference
  • Place of Presentation: ミシガン・ミシガン大学
  • Year and Date: 2009-06-05
• [Presentation] ネットワーク外部性を有する新製品の採用と消費者間の相互作用 (2009)
  • Author(s): 川上智子・岸谷和広
  • Organizer: 日本商業学会全国研究大会
  • Place of Presentation: 関西大学(大阪)
  • Year and Date: 2009-05-30
• [Presentation] ネットワーク外部性を有する新製品の採用と消費者間の相互作用 (2009)
  • Author(s): 川上智子・岸谷和広
  • Organizer: 日本商業学会全国研究大会報告論集,p.22
  • Place of Presentation: 関西大学
  • Year and Date: 2009-05-30
• [Presentation] ネットワーク外部性を有する新製品の採用と消費者間の相互作用 (2009)
  • Author(s): 岸谷和広・川上智子
  • Organizer: 日本商業学会全国大会
  • Place of Presentation: 大阪・関西大学
  • Year and Date: 2009-05-30
• [Presentation] 新しい広告手法としてのプロダクトプレイスメント-米比較を中心に- (2008)
  • Author(s): 岸谷和広
  • Organizer: 日本商業学会関西部会
  • Place of Presentation: 大阪市立大学文化交流センター
  • Year and Date: 2008-09-20
• [Presentation] Factors Affect Purchase Intention and Actual Purchase in Japanese Digital Music Player Market (2008)
  • Author(s): Tomoko Kawakami
  • Organizer: 2008 INFORMS Marketing Science Conference
  • Place of Presentation: カナダブリティッシュコロンビア州バンクーバー
  • Year and Date: 2008-06-12
• [Presentation] Factors Affect Purchase Intention and Actual Purchase in Japanese Digital Music Player Market (2008)
  • Author(s): Tomoko Kawakami
  • Organizer: 2008 INFORMS Marketing Science Conference
  • Place of Presentation: カナダ ブリティッシュコロンビア州バンクーバー
  • Year and Date: 2008-06-12
• [Presentation] Factors Affect Purchase Intention and Actual Purchase in Japanese Digital Music Player Market (2008)
  • Author(s): 川上智子
  • Organizer: INFORMS Marketing Science
  • Place of Presentation: バンクーバー
  • Year and Date: 2008-06-12
• [Remarks]