The Research of Relationship between Market Share and Quality Perception of Customer from Network Externalities and Involvement Perspectives

從網絡外部性與消費者涉入類型觀點探討市場佔有率與消費者品質知覺關係之研究

10.29698/FJMR.200501.0001

廖國鋒(Gou-Fong Liaw)；朱宗緯(Zong-Wei Zhu)；李堯賢(Yao-Hsien Lee)

綱絡外部性 ； 涉入類型 ； 品質知覺 ； network externality ； involvement type ； quality perception

輔仁管理評論

12卷1期（2005 / 01 / 01）

1 - 29

英文

本研究的目的是從網絡外部性和消費者涉入類型差異的觀點，探討市場佔有率和品質知覺間的關係。依據Hellofs and Jacobson (1999)的研究，市場佔有率與消費者品質知覺間的關係受網絡外部性的幹擾影響，當産品具有正面網絡路外部性時，市場佔有率和品質知覺爲正向關係，反之則爲負向關係，在多數文獻支持市場佔有率與消費者品質認知爲正相關的前提下，若將網絡外部性和涉入類型同時納入考量，其結果是否一致，是本研究所關切的議題。另外消費者對産品品質的認知是否會因産品的不同屬性而有不同的見解，因此本研究試圖從網絡外部性與涉入程度類型的觀點，建立其研究架構，以探究市場佔有率與品質知覺的關係程度。而研究結果發現，當産品存在正面網絡外部性時，不同涉入類型的消費者對於市場佔有率與品質認知的結論與Hellofs and Jacobson (1999)相同，但是在網絡外部性爲正面或負面網絡外部性的情形下，不同涉入型態的消費者對內隱屬性以及外顯屬性品質知覺不同，本研究結果除了擴大Hellofs and Jacobson (1999)的論點外，對於市場佔有率與品質知覺的關係提出新的見解。

The purpose of this research is to examine the relationship between market share and quality perception from perspectives of network externality and customer involvement differences. According to the study of Hellofs and Jacobson (1999), the relationship between market share and quality perception is influenced by network externality. When a product has positive network externality, market share and quality perceptions are positively correlated; the same applies to negative correlation. Upon the assumption that moat literatures support positive correlation between market share and quality perception, this study sets agenda to see if the result will be consistent providing network externality and involvement type are both taken into account. Another concern is whether customers' perceptions of product quality change over characteristics of different products. This research attempts to establish a framework based upon network externality and involvement type to reveal the relationship between market share and quality perception. Findings show that when a product has positive network externality, customers of different involvement types conclude the same perception of market share and quality as Hellofs and Jacobson (1999). However, for either positive or negative externality, customers of different involvement types perceive quality differently in intrinsic and extrinsic products. Therefore, this research raises a new point towards the relationship between market share and quality perception more than extends the stance of Hellofs and Jacobson (1999).

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