社会网络环境下的创新扩散研究述评与展望

社交网络为从个体层面研究产品扩散提供了全新的研究视角。通过文献梳理，首先介绍传统的产品扩散机理。然后，从社交影响和消费者采用决策规则两方面，概述社交网络下产品扩散研究进展，具体包括网络拓扑结构影响、Hub点影响、强弱关系影响和采用决策规则描述方法。最后，指出可从真实的消费者社交网络、多产品扩散、重复购买行为和营销策略四个方面进行深入研究。

A new product growth for model consumer durables

Social networks provide a new perspective for studying product diffusion from an individual level. Through literature review, we first introduce the traditional product diffusion mechanism. Then, from the aspects of social influence and consumer adoption decision rules, this paper summarizes the research progress of product diffusion under social networks, including the impact of network topology, the impact of hub points, the influence of strong and weak relationships, and the method of describing adoption decision rules. Finally, it is pointed out that it can be deeply studied from the real consumer social network, multi-product diffusion, repeated purchase behavior and marketing strategy.