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현정석(Jung Suk Hyun),현진석(Jin Sok Hyun) 한국경영학회 2000 經營學硏究 Vol.29 No.1
The objectives of the study are to build a structural model of network externalities and switching costs in high technology markets and to test this model. Data were collected from office workers and students through questionnaires and then statistically analyzed using the covariance structure analysis and the conjoint analysis. The questionnaires were concerning computer operating system. Key findings of the study are as follows. First, network externalities and switching costs are substantially related to the consumer decision of continuous use of accustomed technology. Second, while the technology preannouncements are positively related to the switching costs, expertise and the competitive technology compatibility are negatively related to the switching costs. Finally, the technology preannouncements are positively related to user base, complementary technology compatibility, and upgradability as origins of network externalities. These results contribute to the area of increasing returns to adoption, first-mover advantage, transaction cost theory, and technology preannouncements. The followings are major implications of the study of the company in high technology markets. First, in case of market leader opening its technology, it is desirable to consider trade-off between network effect and competitive effect. Second, in case of the follower, considering experts as a primary target market and expanding technology network are desirable. Third, the technology preannouncements not only create network externalities but also increase switching costs.
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