基于网络外部性的产品扩散模型分析

自巴斯模型问世以来,许多学者对其模型进行了大量的修正,但对具有网络外部性产品的扩散模型的研究却相对较少。本文在介绍巴斯模型和前人研究成果的基础上,建立消费者效用函数并引入愿付价格的概念,设定效用大于厂商定价的潜在需求者为实际需求者的总数,在此基础上建立了不具有网络外部性的修正扩散模型。然后依据消费者的实际感受价格随着累积采用者的增加而下降的网络外部性,提出了针对网络外部性产品的修正扩散模型。

Analysis on Product Diffusion Model Based on the Network Externality

Since the creation of Bass Model, many scholars had made plenty of revises on it. However, the studies on the product diffusion model with network externality are relatively fewer. This article, based on the introduction of the Bass Model and the former research findings, is designed to establish the consumers' utility function, introduce the conception of willingness to pay, assume the number of the real demanders equal to the potential demanders whose utility exceed the firms' fixed price, and gradually set up a modified diffusion model without network externality. Then according to the network externality that consumer' s real perception price decreases while the accumulated number of users increases, a modified product diffusion model with network externality is finally presented.