Abstract
In the network economy era, the impact of network externalities on consumers’ new product purchase intention is increasingly significant. However, there is little empirical researches to explore the relationship between these two constructs. This research utilizes the Technology Acceptance Model (TAM) and combines it with perceived risk theory analyzing the relationship between perceived network externalities and new product purchase intention. The results of our empirical study show direct and indirect relationship. The perceived network externalities can influence consumers’ new product purchase intention directly. In addition, they have an indirect impact by influencing the perceived usefulness, perceived ease of use, and perceived risk.
Highlights
Along with the rapid development of social economy and technology, product life cycles are getting shorter, and the importance of research and development of new products are becoming increasingly significant in enterprise’s business activities
The R & D and promotion of new products, especially high-tech new products have higher risk and investment, which results in higher complexity, and combined with uncertainty and risk brought by the network externalities, it exerts a great influence on consumers’ purchase intention [1]
In order to predict the acceptance of technology products preferably, this study added perceived risk and perceived network externalities to enhance the explanatory power of Technology Acceptance Model (TAM)
Summary
Along with the rapid development of social economy and technology, product life cycles are getting shorter, and the importance of research and development of new products are becoming increasingly significant in enterprise’s business activities. To fulfill the absence, based on the technology acceptance model, this research points out that consumers’ new product purchase intention is influenced by perceived usefulness and perceived ease of use, and by perceived risk and perceived network externalities. It will increase the explanatory power of the TAM, and build a theoretical model exploring the influencing factors when consumers buy the new products, and has an important significance for enterprises competition in high-tech products market
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
