Study On The Impact Of Percieved Network Externalities On Consumers’ New Product Purchase Intention

With the rapid development of economy and science and technology, people’sdemand changes with each passing day, which leads to shorter product life cycle andfaster product update speed. However, R&D and promotion of new products oftenbelong to a high risk and high investment of business activities. According to statistics,the failure rate as high as40%of new products, and many new products are a flash inthe pan. At the same time, a lot of high-tech new products often have the strikingcharacteristic of network externalities. Because of the complexity and profession oftechnology of the new products, the product makes the purchase decisions ofconsumers depend on each other. Therefore, how to enhance consumers’ purchaseintention of new products with network externalities attribute not only has become thefocus of corporate world, but also a focus of academic circles.According to the market background above, this study, based on the review andsummary of related literature at home and abroad, discusses and analyzes the NetworkExternalities Effect on consumers’ purchase intention of new products from theperspective of consumers. It attempts to base on the Technology Acceptance Model inthe integration of the two important factors which are Perception NetworkExternalities and Perceived Risk, building the parth of purchase intentions. This studyuses the tablet personal computer as a stimulus in the empirical research. And then weanalyse the sample data with descriptive statistics analysis, validity analysis,reliability analysis and structural equation model analysis by operating SPSS andAMOS statistical analysis software. We found that (1) on the basis of the TechnologyAcceptance Model, we bring in Perceived Risk, which can increase the explanatorypower of technology acceptance model. When consumers make purchase decisions,they will consider the benefits of new products as well as the risk. It is inverselyproportional to the Perceived Risk and Purchase Intention. Perceived Risk at the sametime weakens the role of Perceived Usefulness.(2) Perceived Network Externalityincludes Perceived Customer Install Base and Perceived complementary. PerceivedInstall Base has a negative effect on Perceived Risk, and has a positive effect onPerceived Ease of Use and Perceived Usefulness, while Perceived Complementarityhas a positive influence on Perceived Usefulness.(3) Perceived Customer Install Basehas direct positive effect on Purchase Intention. Finally, we discuss the results of thestudy, and put forward effective marketing strategy for the enterprise.