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1 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

2 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

3 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

4 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

5 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

6 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

7 JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

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10 2002 Davis, Fred D.(1989),Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,MIS Quarterly, 13(3), []_ []_ [] R&D R&D Katz, Michael L. and Carl Shapiro (1985),Network Externalities, Competition, and Compatibility,American Economic Review 75(3): Kawakami, Tomoko, Kazuhiro Kishiya, and Mark E. Parry (2012),Personal Word-of-mouth, Virtual Word-ofmouth, and Innovation use,journal of Product Innovation Management, forthcoming No Kotler, Philip (2000), Marketing Management: Millennium JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

11 Edition, Prentice-Hall, Inc., P Mohr, Jakki J.and Shikhar Sarin (2009),Drucker's Insights on Market Orientation and Innovation: Implications for Emerging Areas in High-technology Marketing, Journal of the Academy of Marketing Science, 37(1), Okazaki, Shintaro, Radoslav Skapa, and Ildefonso Grande (2008),Capturing Global Youth: Mobile Gaming in the U.S., Spain, and the Czech Republic,Journal of Computer-Mediated Communication, 13(4), (1)1-18 Parry, Mark E., and Tomoko Kawakami (2010),E-book Retailing in the U.S. and Japan,Proceedings of the 8th SARD (Society of Asian Retailing and Distribution) Workshop Proceedings. Parry, Mark E., Tomoko Kawakami and Kazuhiro Kishiya (2011),Personal and Virtual Word-of-Mouth Effect on Technology Acceptance,18th EIASM International Product Development Management Conference Proceedings. Redmond, William H.(1991),When Technologies Compete: The Role of Externalities in Nonlinear Market Response, Journal of Product Innovation Management, 8(3), Rogers, Everett M. (1995), Diffusion of Innovations, 4th ed. The Free Press: New York. Song, Michael, Mark Parry and Tomoko Kawakami (2009), Incorporating Network Externalities into the Technology Adoption Model, Journal of Product Innovation Management, 26(3), ipad&? JAPAN MARKETING JOURNAL 122 Vol.31 No.22011

JAPAN MARKETING JOURNAL 123 Vol.31 No.32012

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