STRUCTURE, COOPERATION, AND THE FLOW OF MARKET-INFORMATION
STRUCTURE, COOPERATION, AND THE FLOW OF MARKET-INFORMATION
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DOI：
10.1086/209355
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发表时间：
1993-12-01
影响因子：
7.2
通讯作者：
NAKAMOTO, K
中科院分区：
文献类型：
--
作者：
FRENZEN, J;NAKAMOTO, K
本文探讨了个人消费者决定传递或保留口碑信息对市场信息流的潜在影响。信息流在由图和节点组成的网络中进行检查，图代表促进信息流的通道，节点代表可能阻碍或促进信息流的有知觉的决策者。我们认为，嵌入市场中的行为者首先判断他们所考虑的信息传播和传播的社会背景所带来的道德风险，然后根据这些判断调整他们的信息传播决策。我们使用马歇尔·萨林斯（Marshall Sahlins）的社会交换理论的修改版本来分析这一过程，使用两个实验室实验来检验这一分析的合理性，并使用计算机模拟来探索这种行为在总体水平上的后果。我们的观点强调了个人及其社会背景对理解口碑传播过程的相互作用的重要性。
This article explores the potential impact of individual consumer decisions to transmit or withhold word-of-mouth information on the flow of information in a market. Information flow is examined in networks composed of graphs and nodes, where graphs represent channels that foster information flow and nodes represent sentient decision makers who can potentially impede or foster information flow. We assert that actors in embedded markets first judge the moral hazards imposed by the information they consider for transmission and the social context of transmission, and then moderate their decisions to transmit the information in light of these judgements. We analyze this process using a modified version of Marshall Sahlins's social exchange theory, examine the plausibility of this analysis using two laboratory experiments, and explore the consequences of this behavior at the aggregate level using a computer simulation. Our view highlights the importance of the interplay of individuals and their social context for understanding word-of-mouth processes.