Research on Diffusion of New Products with Network Externalities based on Technology Acceptance Model

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In this study, we combined two research streams, 1) regarding technology acceptance model and 2) network externalities. We conceptualized their relationships with variables of consumer behaviors including the effects of personal and virtual word-of-mouth and so on. Then we tested the model and hypotheses using the large scale data annually collected from adopters and non-adopters of such product categories as portable game players, smart phones, Blu-ray DVD players and e-readers. Theoretical and practical implications are discussed.