即时通讯市场的网络外部性测定研究——以腾讯QQ为例  

Measure on the Network Externality of Instant Message Market——Tencent QQ

作　　者：唐红涛[1] 杨双双 

机构地区：[1]湖南商学院经济与贸易发展研究院,湖南长沙410205 [2]深圳大学,深圳518061

出　　处：《湖南商学院学报》2012年第4期17-22,共6页Journal of Hunan Business College

基　　金：湖南省教育厅重点项目"扩大内需视角下湖南农村新社区零售市场发展研究"(10A067);湖南省情决策项目"湖南省农产品电子商务发展研究"(2012BZZ154)

摘　　要：本文在国内外学者研究的基础上,根据网络外部性理论,选取了五个指标建立了用于测度腾讯QQ产品网络外部性大小的一阶自回归模型,并对模型进行了估计,得到QQ的网络外部性大小为0.965。此外,还考虑了网络外部性对腾讯公司收入的影响,得出网络规模指数为0.635。最后,根据模型得到的结果,并提出了相应的建议。Based on the study of scholars both at home and abroad and the network externality theory,this paper selected five indicators and established an autoregressive model to measure the network externalities of Tencent QQ,and then estimated the model.We found the QQ network externality is 0.965.In addition,this article also considered the effect of network externality on revenue of Tencent.It is concluded that the scale of network index is 0.635.Finally,according to the model results,some recommendations were put forward.

关 键 词：网络外部性 腾讯QQ 自回归模型 

分 类 号：F492[经济管理—产业经济]