互联网产品的竞争性扩散研究：基于动态竞争和顾客参与视角

A recent trend in nascent markets is the inflow of multinational companies (MNCs) in the online information product sector and compete with local vendors directly. Low entry barriers and easy imitation of the offerings of online information products result in stronger competition features and more disparate market dynamics than competition in traditional settings. This research explores the extent to which competitive actions of MNCs and local vendors of online information products, as well as customer engagement actions through social media platforms, shape the diffusion of their respective products in nascent markets. By addressing the value co-creation nature of customer engagement in Internet markets and the high-ambiguity nature of nascent markets, the study investigates the interactions beween firms' competitive actions and cutomer engagement behaviors, as well as their consequences on competitive online information product diffusion. It will develop a competitive diffusion model of online information products with customer engagement and validate its hypotheses with longitudinal field data from matched pairs of competing information products, particularly owned by MNCs and local vendors respectively, firms' competitive actions and customers' word-of-mouth. The findings are expected to reveal how specific market-oriented actions of local vendors and MNCs, incorporated with customers word-of-mouth, influence the diffusion of online information products and achieve competitive advantage. As nascent markets play an increasingly important role in the global economy, this study will provide a wealth of knowledge in online information product diffusion under the condition of high ambiguity and demonstrates how competition between local vendors and MNCs in nascent markets differs from established competition. In addition, this study will convey an important and cross-discipline theoretical contribution to the theory of technology innovation diffusion in information system field, value co-creation perspective in marketing field and dynamic competition theory in strategic management field.

本课题聚焦互联网产品扩散中的顾客口碑行为和企业间竞争特性，基于顾客参与视角和动态竞争理论，深入探索互联网产品的竞争性扩散机理。首先从单个企业行为的角度，研究互联网企业的产品和营销行为如何通过影响顾客参与行为改变产品扩散绩效。然后从多产品竞争的角度，研究企业间竞争行为如何影响顾客参与行为并导致产品扩散差异化，以及企业如何在这个过程中形成新的竞争优势。最后，本课题关注跨国和本土互联网企业的竞争，探索新兴市场中的互联网产品扩散策略。研究实证将在配对互联网企业竞争行为、基于社会化媒体的顾客行为和产品扩散绩效等长期客观数据的基础上开展。课题整合产品扩散、动态竞争和顾客参与视角，将互联网产品扩散看作企业间竞争以及顾客参与的结果，是跨领域理论融合的有益尝试。研究成果不仅有助于打开企业竞争行为和产品扩散间的黑盒，进一步完善互联网产品扩散的理论，对于我国互联网企业提高核心竞争力也具有重要的现实意义。

本课题聚焦企业策略和用户网上行为对互联网产品和企业绩效的影响，开展了个体和组织两个层次的研究，整合产品扩散、企业合作和竞争，以及用户行为视角，具体研究了社会互动对用户参与的影响、用户参与对企业绩效的影响，以及企业间信息技术合作对绩效的影响等题目。根据具体研究问题的不同，申请人灵活采用企业问卷调研、用户行为二手数据分析、田野实验、实验室实验和运营建模方法，取得了良好的效果。期间课题负责人共发表标注基金资助SCI/SSCI国际论文10篇（7篇为第1或通讯作者，1篇为按姓名排序的同等贡献），其中3篇为国际顶尖论文（UTD24列表中的Marketing Science, Journal of Marketing, INFORMS Journal on Computing）。另有1篇国际顶尖论文（UTD24列表中的MIS Quarterly）将于2018年发表。项目期间1项研究获第19届INFORMS信息系统和技术年会最佳论文奖(Best Conference Paper of Nineteenth INFORMS Conference on Information Systems and Technology)。总的来说，课题组高质量地完成了课题研究，取得了较好的理论贡献，研究成果有助于了解用户互动及其对企业绩效的影响，对我国企业打破企业-市场边界，提高核心竞争力具有理论贡献和现实意义。其中部分研究内容获得媒体报道。