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1 22 (2010)
2 [ ] 2 (1) (2) 4 2 e mixi e DS SNS iphone ipad SNS Twitter DS Twitter e [ ] e 1
3 Do Influencers Social Network Position Matter? Toward Understanding New Consumer s Roles in the Diffusion Process January 2011 Master of Arts in Business and Commerce Course Keio University Graduate School of Business and Commerce Kei Ishizuka [Abstract] The aims of this study are: (1) To examine communication and adoption process of new consumers: consumers who try to be connected with friends via internet and/or mobile phone (2) To examine whether position in the social network affect these processes. I proposed hypotheses that four consumer characteristics (opinion leadership, early adopterness, active consumerness, and slightly-otakuness) and two social network indexes (brokerage and boundary-spanner).promote adoption of products and sending WOM/eWOM. A questionnaire survey on adoption and communication on recent ten hit products was conducted to mixi users: the largest social networking service in Japan. Information on their online friendship was also crawled to calculate social network indexes. I confirmed that early adopterness has positive correlation with adoption of Nintendo-DS, Yasashi-Osu (mild vinegar by Mizkan), and SNS-Games. It also has positive correlation with sending WOM on iphone, ipad, SNS-Games and Twitter, and sending ewom on Nintendo-DS and Twitter. I conclude that early adopters actually adopt the hit products early and spread information on them via face-to-face and over the Internet. I also examined relationships among consumer characteristics and social network indexes. I found that opinion leadership positively correlates with boundary spannerness, and slightly-otakuness positively correlates with degree centrality. I conclude that to understand adoption and communication process of products, both of consumer characteristics and social network indexes must be taken into account. [Keywords] Social Network Analysis, Broker, Boundary Spanner, Opinion Leader, Early Adopter, Active Consumer, Slightly-Otaku 2
4 mixi mixi HONDA CR-Z Twitter Twitter Tweepie Twitter Twitter e [ (2009)] [ (2005)] [ (2008)] mixi [ (2010)] [Burt et al. (1998)] [ (2010)] [ (2010)]
5 e e e (H1~H3) (H1aH1f) 40 4
6 2.2. (H2aH2f) e (H3a~H3f) (H4-c) (H1-a,b, H2-a,b, H3-a,b) (H1-c, 2-c, 3-c) (H1-d, H2-d, H3-d) (H1-e,f, H2-e,f, H3-e,f) e e Findings
7 e (5 ) (4 ) (H1aH1f) (H2aH2f) 44 17e (H3aH3f) e H1~H
8 e 24 6 (H1-a~H3f) 27 7 e
9 1 1. SNS ( ) mixi SNS Facebook Twitter (WOM: word of mouth) SNS SNS SNS 2. 2 (1) (2) (e )
10 SNS mixi (1 ) Twitter (2 )
11 2 1 SNS mixi 2 Twitter 1. mixi mixi SNS 2ch mixi 1.1. mixi mixi GREE SNS mixi mixi ( ) mixi mixi mixi Twitter 10
12 mixi SNS mixi mixi HONDA CR-Z HONDA mixi HONDA mixi Ole! Ole! CR-Z mixi CR-Z HONDA CR-Z SNS CR-Z CR-Z HONDA CR-Z HONDA CR-Z SNS, Facebook Facebook HONDA Car Town 2 CR-Z Twitter Obvious (Twitter ) Twitter Twitter Twitter e 2.1. Twitter Twitter SNS 140 (Tweets) 1 mixi mixi 2000 < 2 Honda, Facebook < 11
13 URL Twitter mixi % ( 2 ) 3 twitter.com % 38% 35~44 (39%) 45~54 (20%) 25~34 (15%) 0~17 (12%) 18~24 (6%) 55~64 (6%) 65 (2%) Tweepie Twitter Tweepie Twitter Twitter Twitter 5 ~ Twitter Tweepie Twitter 2.3. Twitter Twitter Twitter Twitter 3 BBC NEWS Twitter user sends world's 20 billionth tweet < 4 DoubleClick Ad Planner by Google Site profile: twitter.com < 5 Tweepie < 12
14 Twitter 3. mixi Twitter e SNS e 13
15 (1) [Katz and Lazarsfeld(1955)] (2) [Rogers(1983)] Rogers(1983) ( ) x y 5 (2 ) 1 14
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16 1 2 (3) [ (2002)] (2002) ( ) ( ) ( )3 15
17 (4) [ (2007) (2009)] ( ) 2 ( 1) ( 2) ( ) ( ( )5 (2 ) ( ) e [ (2009)] 4 (1) (2) (3) (4) e 4 (5) 5 (2009) ( ) (e ) e e e e e e 16
18 1.3. [ (2005)] Bass (2005) - Bass 2. (node ) (tie ( ) 2.1. [ (2008)] (2008) 2 2 ( 3 ) 17
19 mixi [ (2010)] mixi (2010) ,937,041 ( )414,250, ( )1,522,157, (1) [Burt(2004)] (Structural Hole) (Broker) (Bridge) Burt(2004) Burt(2004) (Good Idea) Good Idea 18
20 (2) [Fleming et al. (2007)] Fleming et al. (2007) (Boundary Spanner) Burt(2004) Good Idea Good Idea Fleming et al. (2007) Cross and Cummings(2004) (3) Burt(2004) (Constraint 4 ) Fleming et al.(2007) 4 Robert A BC&D C&D Robert Robert B James 7 Robert Robert A,C&D James B (Constraint) James B Robert 4 James 19
21 James Robert [Burt et al. (1998)] 3/4 (obedient insider) (entrepreneurial outsider) (authority)(security) (stability) (change) (entrepreneurial network) 2.5. [ (2010)] (CT ) ( ) ) 20
22 CT ( ) 2.6. [ (2010)] (2010) ( ) ) ( )
23 22 3
24 3.2. (Betweenness) (Constraint) (Broker) (Boundary Spanner) ( ) 23
25 4 1 e e e e 24
26 1. Feick and Price(1987) 5 10 Feick and Price(1987) Rogers(1983) (2007) (2002) (2007) (2007) (2007) 4 Burt(2004) 25
27 Fleming et al.(2007)
28 3. e (2009) e e e e H1-a H3-f (6 ) 6 (H1-a~H3f) 27
29 SNS mixi mixi SNS mixi 2 ( ) PC Web (4 ) ( ) SNS 5 10 (5 ) 5 28
30 1.3. e 20 ipad e e / e 7 e 29
31 SNS mixi =1 =0 2 6 ( ) ( ) 3 mixi mixi ID 8 30
32 SNS mixi =1 =0 2 7 step 1 ( )step 2 ( ) step
33 Cytoscape (8 ) K 8 K IT 8 32
34 33 8
35 , 4.021, 1.958, 1.682, 1.406, 1.120, 1.005, 5 5 Promax (10 ) Promax (11 ) % 12 34
36 10 (5 ) 11 (4 ) α
37 α α (2007) α α α 12 α
38 12 37
39 mixi (Constraint) Burt (2004) 2 ( Pij + PiqPqj) C = (i j, q i, j) ij PC (Boundary Spanner) (Structural Hole) Fleming et al. (2007) mixi mixi 13 Rogers(1983) (2002) 38
40 13 3. ( ) 14 3 mixi mixi
41 7 e 1. e e (H1~H3) (H1aH1f) ipad ipad Twitter (0.175 p<0.1) (1.487 p<0.01) ( p<0.1) Twitter 40
42 Twitter(0.175 p<0.1)uno FOGBAR(0.165 p<0.1) ( DS(0.230 p<0.05) (0.365 p<0.1) SNS (0.176 p<0.1) DS( p<0.1) Twitter( p<0.1)uno FOGBAR( p<0.1) (-) DS( p<0.1) 2 DS (-) iphone(1.36 p<0.1) iphone 41
43 15 (H1aH1f) 42
44 2.2. (H2aH2f) 16 SNS (0.565 p<0.05) ( p<0.1) (3.154 p<0.01) SNS SNS Twitter( p<0.1) iphone(0.281p<0.05) ipad(0.321p<0.1)sns (0.565p<0.05)Twitter (0.228 p<0.1) 4 iphone( p<0.01) ipad( p<0.05) DS( p<0.1) ( p<0.05) (-) UNO FOGBAR(8.01e-04p<0.1) (0.001 p<0.05) UNO FOGBAR SNS ( p<0.1) 43
45 16 (H2aH2f) 44
46 2.3. e (H3a~H3f) e 17 e Twitter (0.416 p<0.05) (0.000 p<0.1) (1.238 p<0.1) ( DS(0.295 p<0.1)twitter(0.416 p<0.05) SNS ( p<0.1) (-) Twitter(0.000 p<0.1) (0.001 p<0.05) (-) SNS ( p<0.1) Twitter(1.238 p<0.1) e 45
47 17e (H3aH3f) 46
48 3. 2 H1-aH3f (1.027 p<0.05) (0.330p<0.05) (0.425 p<0.01) (0.716 p<0.05) ( p<0.1) 47
49 (1.145 p<0.05) (1.068 p<0.1) (0.902 p<0.01) (0.207 p<0.05) (0.765 p<0.1) (1.093 p<0.05) (0.686 p<0.01)
50 (H4-c) (4.527 p<0.05) (2.010 p<0.05) (0.454 p<0.01) (0.000 p<0.01) (1.964 p<0.1) ( p<0.1) 49
51 ( p<0.05) 50
52 ( p<0.01) ( p<0.05) ( p<0.1) mixi 21 51
53 8 e (H1-a,b, H2-a,b, H3-a,b) Rogers(1983) Twitter Twitter e Twitter e Twitter Twitter 1.2. (H1-c, 2-c, 3-c) 52
54 1.3. (H1-d, H2-d, H3-d) Rogers(1983) ( ) (2007) e iphone DS Twitter e iphone UNO FOGBAR (2007) 1.4. (H1-e,f, H2-e,f, H3-e,f) Burt(2004) 2 ( ) (Boundary Spanner) Fleming et al.(2007) SNS e Twitter e iphone Burt(2004) ( ) e (0.716 p<0.1) ( p<0.1) H2-fH3-f Twitter e 53
55 SNS Twitter SNS Rogers(1983) Fleming et al.(2007) Rogers(1983)Fleming et al.(2007) e iphone UNO FOGBAR e iphone (2007) (2009) 2. 2 (1) (2) 1 2 mixi (1 )Twitter (2 ) e
56 e 1 [Katz and Lazarsfeld(1955)] [Rogers(1983)] [ (2002)] [ (2007)]4 [Burt(2004)] [Fleming et al. (2007)]2 e (22 ) H1H3 e Twitter e mixi 55
57 22 e H1~H R 2 ( 23 ) 8 (0.716 p<0.1) (-1.06 p<0.1) p<0.1 ( p<0.1) ( p<0.1) ( p<0.05) e (0.765 p<0.1) (1.093 p<0.05) (0.686 p<0.01) 56
58 Rogers(1983) e (2002) 57
59 (2007) (2007) (2007) 3.2. e (2009) e e e (2009) e e e e Twitter e e 3.3. Burt(2004) SNS e SNS e Fleming et al. (2007) e Twitter 10 Twitter e Fleming et al.(2007) Rogers(1983) 58
60 Findings 4.2. iphone Twitter 4.3. e e 5. mixi mixi 59
61 PC ( ) mixi ( ) e 60
62 Burt, Ronald S., Joseph E. Jannotta, James T. Mahoney (1998), Personality correlates of structural holes, Social Networks, 20(1), pp Burt, Ronald S. (2004), Structural Holes and Good Ideas, American Journal of Sociology, Vol.110, No.2, pp Burt, Ronald S. (2005), Brokerage & Closure An Introduction to Social Capital, Oxford University Press Burt,Ronald S. (2009) Neighbor Networks: Competitive Advantage Local and Personal, Oxford University Press Cross, Rob and Jonathon N. Cummings (2004), Tie and Network Correlates of Individual Performance in Knowledge-Intensive Work, Academy of Management Journal, Vol.47, No.6, pp Fleming, Lee, SantiagoMingo and David Chen (2007), Collaborative Brokerage, Generative Creativity, and Creative Success, Administrative Science Quarterly, 52, No. 3, pp Fleming, Lee and David M. Waguespack (2007), Brokerage, Boundary Spanning, and Leadership in Open Innovation Communities, Organization Science, Vol.18, No.2, pp Feick, Lawrence F. and Linda L. Price (1987), The Market Maven: A Diffuser of Marketplace Information, Journal of Marketing, 51 (Jan.), pp Hippel, Eric von (1994), Sticky Information and the Locus of Problem Solving: Implications for Innovation, Management Science, Vol.40, pp Price, Linda L. and Nancy M. Ridgway (1983), Development of A Scale to Measure Use Innovativeness," Advances in Consumer Research, 10, p (1990) [E. M. Rogers (1983) Diffusion of Innovations, Third Edition The Free Press ] (2007) (2009) (2010) (2002) [Geoffrey A. Moore (1991, 1999) Crossing the Chasm: Revised Harper Business ] (2008), 7 (4), [](2006) [ ] 61
63 2005/10 (2002) = : (2006) [ ] :.p.5793 (2008) 4 (3 10 )( ) (2009) e (2010) :CT ( ) [] (2010) mixi - The 24th Annual Conference of the Japanese Society for Artificial Intelligence (2008) (62) Japan Marketing Journal, Vol.27, No.3( 107), pp
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