Research On Network Effect Measurement Of Instant Messaging Service

With the rapid development of information and communication technology,the continuous improvement of instant messaging services has completely changed the way people communicate and become the main channel of information circulation in today's society.As a typical Internet product,instant messaging service has distinct characteristics from traditional products,and its essential attribute is network effect.Network effect is a demand-side economy,which refers to the relationship between the utility obtained by users using a product or service and the overall network size of the product or service.The existence and magnitude of network effects will fundamentally influence consumer choices,service provider decisions,product value of instant messaging services and the development of the entire market.Therefore,this paper based on the theory of network effects,through the relevant literature and data of the system and concludes the concept of network effects,the general concept of network effects,on the basis of the thorough understanding,combined with the actual situation of the national current IM market,the market of the instant messaging service with the characteristics of the instant messaging service of direct effect and indirect network effect mechanism,and based on the effects of two of the most common network modeling way,as the direct effect and indirect network effect for the model of the main influence factors,respectively,to build instant messaging network effects linear model and diffusion model of network effects,In the years of statistical data as the foundation,using the theory of econometrics and statistics related to two models were analyzed,finally it is concluded that the network effect linear model is more suitable for the development of the instant messaging market characteristics,specific analysis of measurement results and based on this model direct effect and indirect network effect on the influence degree of the instant messaging service user decision.On this basis,it is of great practical value to discuss the operation status and development of instant messaging service,and put forward some Suggestions for the development and competitive strategies of instant messaging service providers.