Jiang Ying, Liao Junyun, Pang Jiecong, Hu Hsin-Li
Economics and Management School, Wuhan University, Wuhan, China.
Research Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, China.
Front Psychol. 2023 Mar 8;14:1014825. doi: 10.3389/fpsyg.2023.1014825. eCollection 2023.
Consumers' adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated. In this study, we draw on network theory to examine how consumer participation in brand communities (in terms of participation intensity and social networking behaviors) affects the adoption of new products.
We collected longitudinal data from 8,296 members of an online community of a well-known smartphone brand to assess the factors influencing new product adoption.
The results from applying a hazard model indicated that brand community participation increases the speed of adoption of new products. The positive effect of members' out-degree centrality on new product adoption was found to be significant, but in-degree centrality only had an effect when users had previous purchasing experience.
These findings extend the literature by revealing how new products are disseminated across brand communities. The study also makes theoretical and practical contributions to the literature on brand community management and product marketing.
消费者的采用行为对新产品的成功至关重要，但品牌社区对新产品采用的影响很少受到研究。在本研究中，我们借鉴网络理论来考察消费者参与品牌社区（从参与强度和社交网络行为方面）如何影响新产品的采用。
我们从某知名智能手机品牌在线社区的8296名成员中收集了纵向数据，以评估影响新产品采用的因素。
应用风险模型的结果表明，品牌社区参与提高了新产品的采用速度。发现成员的出度中心性对新产品采用的积极影响显著，但入度中心性仅在用户有先前购买经验时才有影响。
这些发现通过揭示新产品如何在品牌社区中传播，扩展了相关文献。该研究还对品牌社区管理和产品营销的文献做出了理论和实践贡献。
