数字内容产品消费扩散与模仿的空间模式——基于空间面板模型的计量研究  

The Spatial Patterns on the Diffusion and Imitation of Digital Content Product: An Empirical Analysis based on Spatial Panel Model

作　　者：刘霞[1] 董晓松[1,2] 姜旭平[1] 

机构地区：[1]清华大学经济管理学院,北京100084 [2]四川行政学院,四川成都610072

出　　处：《中国管理科学》2014年第1期139-148,共10页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71102007);教育部人文社会科学基金项目(11YJC630038)

摘　　要：数字内容产品具有非实物特征,其网络生产与交易几乎不包含地理距离成本,因而企业需要认识其扩散模式,重新制定与传统方式不同的全域营销策略。此研究借助空间面板数据模型,对某类数字内容产品的省级销售数据进行分析,从消费扩散角度检验了其在网络销售过程中存在的空间相关性与空间固定效应。本文的主要实证发现包括,数字内容产品的网络销售并没有因为物理距离的消失而失去其空间相关性,消费者之间的模仿行为是驱动区域内产品扩散的直接动力,此外,相邻区域间的消费存在着同步增长。The advances of new technology have dramatically changed our lives and given rise to a unique kind of products - digital goods - that gain more and more popularities across industry boundaries. Differ- ent from traditional types of goods, the digital goods are non-physical, thus their production and transac- tion enclose almost no cost caused by geographic distance. Firms need to study their diffusion pattern to make better marketing strategy. With the aim to contribute to knowledge about the mechanisms underly- ing the diffusion of digital goods, about how the adoption pattern differs between different regions in Chi- na, and about the role that imitation behavior among consumers play in generating demand for digital goods, using a spatial panel data model, the weekly sales data on one type of digital goods--ring-back tone--at provincial level are analyzed, and the spatial correlations and spatial fixed effect are examined inits Internet sale process. Empirically, a spatial fixed-effect panel model is established, in which the im- pacts on the diffusion of digital goods come from. previous adopters of the digital goods in the same re- gion, previous adopters from the neighborhood regions, potential consumers in the same region, and new adopters in the neighborhood regions at the same time. The results show that for the diffusion of digital goods, the spatial correlations do not disappear in the cyberspace. The imitation behaviours among the consumers is the direct driving force behind the its sales within a provincial region, and the consumption growths among nearby regions synchronize with each other, which is in accordance with the fashion prod- ucts nature of ring-back-tone.

关 键 词：空间相关性 数字内容产品 模仿 网络营销 

分 类 号：F224[经济管理—国民经济]