CAJ | 학술논문

网络外部性作为影响平台运营的关键要素受到理论与实业界的广泛关注。通过对平台网络外部性的分类，可以揭示网络外部性的产生机理及其作用过程，从而对其诱导机制进行剖析。结果表明：平台的直接网络外部性与交叉网络外部性、间接网络外部性是相互作用、彼此牵制、同时存在于平台中的，且并非正网络外部性就一定能为平台带来收益，平台收益还与其所处的生命周期有关。平台运营企业若能采取有效的诱导机制，就可能产生很强的网络外部性，进而在产业中占据主导优势，最终实现效用或价值的最大化。
망락외부성작위영향평태운영적관건요소수도이론여실업계적엄범관주。통과대평태망락외부성적분류，가이게시망락외부성적산생궤리급기작용과정，종이대기유도궤제진행부석。결과표명：평태적직접망락외부성여교차망락외부성、간접망락외부성시상호작용、피차견제、동시존재우평태중적，차병비정망락외부성취일정능위평태대래수익，평태수익환여기소처적생명주기유관。평태운영기업약능채취유효적유도궤제，취가능산생흔강적망락외부성，진이재산업중점거주도우세，최종실현효용혹개치적최대화。
As a key element affecting the platform operation ,network externalities have received extensive attention in both practice and theory in recent years .To reveal the generation process and action mechanism of network externalities ,this paper classifies the platform network exter-nalities and analyzes their induction mechanism .The result shows that ,first ,the direct ,cross and indirect network externalities interact with each other ,co_existing in the platform ;and sec-ond ,the positive network externality is not always beneficial for the platform ,for the life cycle of the platform also plays an important role in making benefits .It is concluded that if platform oper-ating enterprises can take effective induction mechanisms ,it is likely to produce strong network externalities ,take a dominant position in the whole industry ,and thus achieve the maximization of platform utility or value ultimately .