Knowledge Learning of Early Adopters Using Word-of-Mouth Data
Knowledge Learning of Early Adopters Using Word-of-Mouth Data
复制标题
早期采用者使用口碑数据进行知识学习
DOI：
10.1016/j.procs.2022.09.358
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发表时间：
2022
期刊：
影响因子：
--
通讯作者：
Kazuhiko Tsuda
中科院分区：
文献类型：
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作者：
Yuko Taniguchi;Ryo Tanaka;Masanari Kageyuki;Kazuhiko Tsuda
全球骨传导耳机市场预期将继续增长，因为COVID-19疫情增加了在家工作的机会，而不是每天去办公室。随着远程办公机会的增加，在线会议也越来越多，因此骨传导耳机市场的增长速度也越来越快。早期采用者在当今的营销中非常重要。他们对公众趋势非常敏感，往往会迅速采用新产品。许多早期采用者自己收集信息，根据他们收集的信息做出自己的决定，并购买产品。他们倾向于从消费者的角度传播产品有多好，以及它与其他产品的不同之处。在市场扩张时期，他们传播的口碑的扩散是产品扩散的关键。在本研究中，我们使用在线口碑数据来研究早期采用者对新产品的知识。
The global market for bone-conduction headphones is expected to continue to grow, as the COVID-19 pandemic has increased opportunities for telecommunicating, or working from home, as opposed to going to the office every day. Increased teleworking opportunities have led to more online conferencing, and as a result, the market for bone-conduction headphones is growing even more rapidly.Early adopters are very important in today's marketing. They are very sensitive to public trends and tend to adopt new products quickly. Many early adopters gather information on their own, make their own decisions based on the information they gather, and purchase products. And they tend to spread the word about how good the product is and what makes it different from others from a consumer perspective. During a period of market expansion, the diffusion of the word-of-mouth they transmit is key to the diffusion of the product.In this study, we use online word-of-mouth data to study early adopeters’ knowledge of new products.