基于消费者网络的金融创新扩散研究  

Study on financial innovation diffusion based on consumer network

作　　者：庄新田[1] 黄玮强[1] 

机构地区：[1]东北大学工商管理学院,沈阳110004

出　　处：《管理科学学报》2009年第3期132-141,共10页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(70371062);高等学校博士点基金资助项目(20060145001)

摘　　要：研究创新的时间扩散模式对于创新企业来说具有重要意义.基于消费者网络的创新扩散模型,综合考虑创新扩散数据和现实的消费者网络特征,弥补了传统创新时间扩散模型和新兴社会网络仿真研究方法的缺陷.对我国银行卡扩散数据进行实证研究发现:基于消费者网络的创新扩散模型较好地拟合了样本数据;在银行卡扩散中消费者内部的"口碑效应"发挥着重要作用;基于消费者网络的创新扩散模型揭示了各银行卡产品所面对的不同消费者网络拓扑结构,揭示了各产品消费者群体创新采纳的不同内部影响机制,研究结果有益于深入了解金融创新产品扩散的内部规律及制定有针对性的营销策略.It is meaningful for the enterprises to study the innovation time-diffusion mode. The innovation diffusion model based on the consumer network takes into account both the actual diffusion data and practical consumer network, which offsets the deficiencies of traditional innovation diffusion models and recent new social network simulation methods. It is demonstrated from the empirical study on bank cards in China that： the model based on consumer network fits the actual bank cards diffusion data better; the ＂wora-of-mouth＂ prays a very important role in the diffusion process; the model based on consumer network reveals different consumer network structures and inner influence mechanism of different bank cards. These results are beneficial to the understanding of financial innovation products＇ diffusion rules and the establishing pertinent marketing strategies.

关 键 词：创新扩散 消费者网络 小世界网络 银行卡 

分 类 号：F062.5[经济管理—政治经济学]