网络外部性与CDMA的品牌差异化选择  

Brand Differentiation with the Choice for CDMA in Network Externality

作　　者：刘春章[1] 余明阳[1] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052

出　　处：《上海交通大学学报》2009年第9期1369-1372,共4页Journal of Shanghai Jiaotong University

摘　　要：将网络规模和用户的选网行为作为因变量,网络外部性因素和品牌差异化因素作为自变量,对CDMA的品牌差异化进行逐步回归分析.结果表明:跨网资费和转网成本将负向影响潜在用户在考虑网络规模时选择CDMA网络的行为;而运营商的品牌体验、网络终端成本、网络服务质量将正向影响潜在用户选择CDMA网络的行为,弱化了网络外部性因素对潜在用户选择CDMA网络行为的影响.When taking potential users choice behavior considering network scale as dependent variables,and network externality factors and brand differentiation factors as independent variables,to a step regression,it is found that cross charge and switch cost do make potential users consider the network scale,but the operators brand experience,cost of terminal,and service quality are also make effect on users choosing network,which lessens the consideration of network scale.

关 键 词：网络外部性 品牌差异化 码分多址 

分 类 号：F626.11[经济管理—产业经济]