The diffusion pattern of new products: evidence from the Korean movie industry.

IF 2.2 4区 管理学 Q3 BUSINESS
Youseok Lee, Sang-Hoon Kim, Kyoung Cheon Cha
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引用次数: 0

Abstract

The new product diffusion is based on the innovation diffusion theory assuming a new product is a type of innovation. New product diffusion patterns can inform various market characteristics. Thus, managers would benefit from studying the history of patterns to forecast how consumers react when a new product is introduced. This study focuses on capturing chronological changes in new product diffusion pattern for the case of Korean movie box office data, and applying the Bass model. We found that the level of innovation effect increases gradually for 15 years, which suggests that moviegoers have become more individualistic in recent years. However, the level of imitation effect increases only for domestic movies, which might be caused by the uncertainty avoidance tendency due to the lack of sequels or franchise products of domestic movies. This study enhances our understanding of historical changes of product diffusion patterns.

Abstract Image

新产品的扩散模式:来自韩国电影产业的证据
新产品扩散是基于创新扩散理论,假设新产品是一种创新。新产品的扩散模式可以反映各种市场特征。因此,管理人员将受益于研究模式的历史,以预测消费者在新产品推出时的反应。本研究以韩国电影票房数据为例,着重捕捉新产品扩散模式的时间变化,并应用Bass模型。我们发现,创新效应的水平在15年内逐渐上升,这表明近年来电影观众变得更加个人主义。然而,模仿效应水平仅在国产电影中有所提高,这可能是由于国产电影缺乏续集或特许经营产品而产生的不确定性规避倾向造成的。本研究增进了我们对产品扩散模式历史变迁的认识。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.80
自引率
7.70%
发文量
36
期刊介绍: Asian Business & Management (ABM) is an academic management and business journal with a focus on Asia. The journal covers topics in the areas of corporate governance, human resource management, marketing, organizational behavior, organization theory, strategy, technology management, and related areas. ABM distinguishes itself from general business and management journals as it focuses on the Asian context. The focus on Asia is an important and appealing feature of ABM. ABM is open to different methodological approaches, including quantitative, qualitative, mixed-methods, and conceptual work, contributing to an enhanced understanding of Asian business and management. Please refer to the 2018 Editorial for further details: https://link.springer.com/article/10.1057/s41291-017-0028-0  A rigorous double-blind peer review system, involving in-country and international refereeing, ensures that articles meet the highest quality standards.
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