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Bauer, R.A. (1960) Consumer Behavior as Risk Taking. In: Hancock, R.S., Ed., Dynamic Marketing for a Changing World, Proceedings of the 43rd. Conference of the American Marketing Association, 389-398.

has been cited by the following article:

• TITLE: Study on the Impact of Perceived Network Externalities on Consumers’ New Product Purchase Intention

  AUTHORS: Yong Zhang, Gang Wan, Liuting Huang, Qiong Yao

  KEYWORDS: Perceived Network Externalities, Perceived Risk, Purchase Intention, The Technology Acceptance Model (TAM)

  JOURNAL NAME: Journal of Service Science and Management, Vol.8 No.1, February 13, 2015

  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.