网络效应、口碑和进入表现:数字免费产品研究

IF 8.9 1区 管理学 Q1 BUSINESS Journal of World Business Pub Date : 2024-08-02 DOI:10.1016/j.jwb.2024.101569
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引用次数: 0

摘要

国际进入研究很少研究影响目标国家进入绩效的战略,这主要是由于传统跨国企业环境中的数据限制。然而,拥有可追踪国际绩效数据的数字业务的出现有助于弥补这一不足。我们以数字免费产品为研究背景,考察与免费产品相关的两大需求方策略--网络效应和口碑(WOM)--在不同制度环境下对进入绩效的影响。通过分析 1,891 款免费游戏,我们发现目标国家的网络准备程度越低,网络效应对进入绩效的影响就越大,而网络准备程度越高,WOM 的影响就越大。我们的研究结果整合了有关国外进入绩效和数字国际化的文献,从而提出了新的见解。
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Network effects, word of mouth, and entry performance: A study of digital freemium products

International entry research rarely examines strategies affecting entry performance in a target country, largely due to data limitations in the traditional multinational enterprise setting. However, the emergence of digital business with trackable international performance data helps address this gap. We utilize digital freemium products as our research context to examine the effect of two major demand-side strategies associated with freemium products, network effects and word-of-mouth (WOM), on entry performance across different institutional environments. By analyzing 1,891 freemium games, we show that lower network readiness of a target country strengthens the impact of network effects on entry performance whereas higher network readiness strengthens the impact of WOM. Our findings generate new insights by integrating the literature on foreign entry performance and digital internationalization.

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来源期刊
CiteScore
16.50
自引率
11.20%
发文量
73
期刊介绍: The Journal of World Business holds a distinguished position as a leading publication within the realm of International Business. Rooted in a legacy dating back to 1965, when it was established as the Columbia Journal of World Business, JWB is committed to disseminating cutting-edge research that reflects significant advancements in the field. The journal actively seeks submissions that propel new theoretical frameworks and innovative perspectives on International Business phenomena. Aligned with its domain statement, submissions are expected to possess a clear multinational, cross-border, or international comparative focus, while remaining pertinent to the study of management and organizations. JWB particularly encourages submissions that challenge established theories or assumptions, presenting pioneering or counterintuitive findings. With an inclusive approach, the journal welcomes contributions from diverse conceptual and theoretical traditions, encompassing allied social sciences and behavioral sciences. Submissions should either develop new theories or rigorously test existing ones, employing a variety of qualitative, quantitative, or other methodological approaches. While JWB primarily caters to scholars and researchers, it values contributions that explore implications for Multinational Enterprises and their management, as well as ramifications for public policy and the broader societal role of business.
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