Elucidating Network Effects Corresponding to Different Diffusion Stages of Platform Businesses and Its Application

2023 Fiscal Year Final Research Report

• Project/Area Number: 20K01887
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 07080:Business administration-related
• Research Institution: Aoyama Gakuin University
• Principal Investigator: Ouchi Noritomo 青山学院大学, 理工学部, 教授 (10583578)
• Project Period (FY): 2020-04-01 – 2024-03-31
• Keywords: プラットフォームビジネス / ネットワーク効果

Outline of Final Research Achievements

This study targeted (1) the peer-to-peer payment services of QR code payment apps, (2) flea market apps, and (3) fashion e-commerce malls. The models concerning user satisfaction and intention to use the platform were constructed, and covariance structure analyses were conducted using the data obtained from the surveys. These analyses clarified the impact of network effects on users' decisions to join or leave a platform at different stages of diffusion, and elucidated which factors in users' decision-making are enhanced by network effects. These findings provide valuable insights for developing effective strategies to ensure the sustainable growth of platform businesses.

Free Research Field

イノベーション・マネジメント

Academic Significance and Societal Importance of the Research Achievements

これまでの研究で十分に明らかにされていなかった普及段階に応じたネットワーク効果の変化について、ポジティブなネットワーク効果だけでなくネガティブなネットワーク効果についても定量的に明らかにした点で学術的な意義がある。また、ネットワークの効果の具体的な効果も明らかにし、プラットフォームビジネスの持続的成長に有効な戦略への有効な示唆を得たことで社会的意義がある。