基于人际关系视角的自助服务扩散研究

Self-service diffusion from the perspective of interpersonal relationship

自助服务可以为企业节约成本,增加消费者接受服务的便利性,然而很多自助服务的市场渗透率并不高,因此,分析自助服务的市场扩散规律对自助服务市场发展具有重要意义.大量学者验证了人际关系网络对于自助服务扩散的影响,但忽略了社会群体中个体影响的差异性.因此,本文基于Shaikh混合扩散模型,分析了不同社会群体中个体数量以及已采纳个体影响力的差异,构建了群体同质影响模型(HOGI)和异质影响模型(HEGI);并以邮箱服务和即时通讯服务为例,采用计量经济学分析方法对模型进行对比分析.结果表明:在社群压力作用下,HOGI模型拟合效果最好;在个体交互作用下,HEGI模型拟合效果最好.

With the application of self-services, companies can keep down costs and customers can enjoy con- venient services. However, the market penetration ratio of many self-services is not high. Thus, figuring out the market diffusion law of self-services is significant to the development of self-services. A lot of researches have proved that the interpersonal relationship network has an influence on self-service diffusion. However, none of them analyzed the influence of individuals in communities. Therefore, on the base of the Shaikh＇ s mixture diffusion model, this paper analyzes the influence caused by the number of individuals in different so- cial groups and the number of adopted individuals and builds an HOGI model and an HEGI model. This paper also takes email service and instant messenger service for examples and gives a comparative analysis of the two models by means of econometric analyses. The result shows that under community pressures, the HOGI model has a better fitting efficiency. However, taking the mutual functions between individuals into consideration, the HEGI model has a better fitting efficiency.