{"title":"The diffusion pattern of new products: evidence from the Korean movie industry.","authors":"Youseok Lee, Sang-Hoon Kim, Kyoung Cheon Cha","doi":"10.1057/s41291-022-00196-0","DOIUrl":null,"url":null,"abstract":"<p><p>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.</p>","PeriodicalId":46512,"journal":{"name":"Asian Business & Management","volume":"1 1","pages":"1-18"},"PeriodicalIF":2.2000,"publicationDate":"2022-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9491251/pdf/","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Business & Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1057/s41291-022-00196-0","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.