Adoption and Diffusion Patterns in Network Structures as Drivers of Individual Consumer Behavior

消费者越来越多地面对趋势信息的显示（例如，YouTube上的视频流的数量）在线和数字社交媒体（DSM）中。在第一个资助期内，我们专注于分析趋势信息对个人产品需求的影响，这些趋势信息代表了其他人通过在线平台的总体采用或使用情况。我们通过研究日益明显的趋势对个人和市场层面的影响，为文献做出了贡献。项目B2在概念和经验上集中于三个领域：首先，我们概念化了可见趋势曲线中包含的信息（趋势曲线维度的定义），并提出了测量规则。其次，我们系统化了解释趋势演化的理论，并提供了一个概念框架，提出了拟议的趋势效应的调节剂。最后，我们在微观和宏观实验中对趋势信息的影响进行了实证测量和分析。此外，我们还重点分析了趋势的出现和建模。目前，我们专注于一个现场实验，以测试在时事通讯中显示的可视化需求趋势对实际行为的影响。计划与Deezer（音乐流媒体服务）和Skoobe（电子书平台）合作进行实证研究。基于不断提高的专业化水平以及当前和已发表的工作结果，显示了趋势对个人需求和后续市场结果的影响，我们希望在下一个研究期间关注三个关键问题：1。 消费者如何解释各种趋势曲线维度，以及它们如何与消费者的行为相互作用？2. 感知趋势曲线维度及其相互作用如何影响消费者的采用和使用行为，哪些调节因子影响这些影响？3. 消费者不仅要面对趋势曲线，还要面对HMP的其他社会信息（例如，产品评论）。因此，我们研究趋势曲线维度和消费者行为之间的关系是如何被这些额外的社会线索所调节的。

Consumers are increasingly confronted with the display of trend information (e.g., the number of streams for a video over time on YouTube) online and in digital social media (DSM). In the first funding period, we focused on the analysis of the effects of trend information representing others’ aggregated adoptions or usage via online platforms on an individual’s demand for a product. We contributed to the literature by studying the effects of increasingly visible trends on the individual and on the market level. The project B2 conceptually and empirically focused on three areas: First, we conceptualized what kind of information is contained in visible trend curves (definition of trend curve dimensions) and proposed measurement rules. Second, we systematized the theories explaining trend evolution, and offered a conceptual framework suggesting moderators of the proposed trend effects. Finally, we empirically measured and analyzed the effects of trend information in micro- and macro-experiments. In addition, we focused on the analysis of the emergence and modelling of trends. Currently, we focus on a field experiment to test the impact of visualized demand trends displayed in newsletters on actual behavior. The empirical study is planned to be conducted in cooperation with Deezer (music streaming service) and Skoobe (e-book platform). Based on the increasing level of datafication and the results of the current and published work, that shows an impact of trends on individual demand and subsequent market outcomes, we want to focus on three key issues in the next research period: 1. How are the various trend curve dimensions interpreted by consumers and how do they interact with each other with respect to the consumer’s behavior?2. How do the perceived trend curve dimensions and their interactions influence adoption and usage behavior of a consumer and which moderators impact these effects? 3. Consumers are not only confronted with trend curves, but also with other social information of HMP (e.g., product reviews). Therefore, we research how the relationship between trend curve dimensions and consumer behavior is moderated by these additional social cues.