CAJ | 학술논문

运用演化经济理论研究消费者感知质量差异对网络外部性市场结构演化的影响.研究结果表明：不同消费者对新产品感知质量的差异是驱动网络外部性市场演化的重要因素,在一定程度上决定了市场演化结果呈现为赢家通吃或新旧产品共存.当感知质量差异明显时,市场演化的均衡结果通常是新旧产品共存,且新产品占据市场主流;当感知质量差异不明显时,市场演化结果总是赢家通吃.在技术创新速度很快且产品质量与产品网络效应强度相关程度很高的条件下,市场出现锁定,旧产品继续占据整个市场,反之则新产品完全替代旧产品.这些结论有助于网络外部性市场中企业制定有效的新产品策略.
운용연화경제이론연구소비자감지질량차이대망락외부성시장결구연화적영향.연구결과표명：불동소비자대신산품감지질량적차이시구동망락외부성시장연화적중요인소,재일정정도상결정료시장연화결과정현위영가통흘혹신구산품공존.당감지질량차이명현시,시장연화적균형결과통상시신구산품공존,차신산품점거시장주류;당감지질량차이불명현시,시장연화결과총시영가통흘.재기술창신속도흔쾌차산품질량여산품망락효응강도상관정도흔고적조건하,시장출현쇄정,구산품계속점거정개시장,반지칙신산품완전체대구산품.저사결론유조우망락외부성시장중기업제정유효적신산품책략.
Under the framework of Evolutionary Economics analysis,this paper studies the influence of customers＇ perceived quality on the evolution of market structure with network externalities.The simulation results show that heterogeneity in perceived quality of new product is one of important factors which drive the evolution of market with network externalities.Under certain conditions,this factor leads the evolution of market with network externalities into multiple equilibria.When heterogeneity in perceived quality of new product is high,the evolution of market leads to coexistence of both old and new products.The new product with higher quality has a dominant market share.However,when heterogeneity in perceived quality of new product is low,the phenomenon of winner-take-all always happens.When the speed of technology innovation is fast and the correlation between product quality and network strength of product is high,lock-in occurs,which means the old product still enjoys monopoly power.On the contrary, the new product will replace the old one completely.Those conclusions have important implications for firms developing effective strategies of new products in the markets with network externalities.