社会网络结构与社会影响易感性——基于新产品扩散网络的研究

Social Network Structure and Susceptibility to Social Influence——An Exploration of New Product Diffusion Networks

基于社会网络分析,探究消费者的社会网络位置如何影响其对社会影响的易感性。结果表明:在社会网络中,与点度中心度低(处于网络边缘位置)的消费者相比,点度中心度高(处于网络中心位置)的消费者对来自他人的信息性影响较不敏感,但对地位竞争影响更易感。此外,与中介中心度低的消费者相比,中介中心度高(占据网络结构优势位置)的消费者对来自他人的信息性影响较不敏感,但对规范性影响和地位竞争影响更易感。

Based on social network analysis,this paper empirically investigates how susceptibility to social influence in new product adoption varies with one’s structural position in social networks.Results show that consumers with high degree centrality(who are central in networks)are less sensitive to informational influence from others,whereas they are more susceptible to status competition than those with low degree centrality(who are in peripheral network positions).In addition,consumers with high betweenness centrality(who occupy structurally advantageous positions)are less sensitive to informational influence from others,but they are more susceptible to normative influence and status competition than those with low betweenness centrality.