Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=54062#.VOBZxyzQrzE Author(s) Yong Zhang 1 , Gang Wan 1 , Liuting Huang 2 , Qiong Yao 1 Affiliation(s) 1 Management School, Jinan University, Guangzhou, China . 2 Human Resources and Social Security Bureau, Zhongshan, China . ABSTRACT In the network economy era, the impact of network externalities on consumers’ new product purchase intention is increasingly significant. However, there is little empirical researches to explore the relationship between these two constructs. This research utilizes the Technology Acceptance Model (TAM) and combines it with perceived risk theory analyzing the relationship between perceived network externalities and new product purchase intention. The results of our empirical study show direct and indirect relationship. The perceived network externalities can influence consumers’ new product purchase intention direc...
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