网络外部性对个体行为影响的实验研究

摘要/Abstract

摘要： 个体行为是数字经济发展的基础，正确理解数字经济中的个体行为模式和特征，对推动数字经济平稳、健康、有序发展具有重要理论和现实意义。本文以大学生为实验对象，基于微信“跳一跳”小程序设计随机控制实验，实证检验了网络外部性对数字经济中个体行为的影响及特征。研究结果显示：①网络外部性对玩家的游戏行为产生了显著的正向影响。②网络外部性对个体行为的“网络效应”与“熟人效应”呈现互为替代关系。③网络外部性不会引发个体长期非理性行为。玩家在网络游戏中不会因为网络外部性而长期忽略个人信息，随着游戏习惯的养成和游戏经验的积累，玩家在进行游戏决策时会逐渐回归自身固有喜好。研究结论有助于理解数字经济运行规律与逻辑，对数字产品开发者和相关管理部门均有重要启示。

关键词: 数字经济, 网络外部性, 网络效应, 随机控制实验

Abstract: Individual behavior serves as the cornerstone of digital economic activities. Gaining an accurate understanding of the behavioral patterns and characteristics within the digital economy is imperative for its stable, healthy, and orderly progression. With college students as participants, this study employs a randomized control trial within the WeChat “One Hop” mini-game to empirically investigate the influence of network externalities on individual behavior within the digital economy. The findings are as follows: (1) Network externalities have a significant positive impact on players’ gaming behavior. (2) Network externalities have a “network effect” and an “acquaintance effect” on individual behavior, and these two effects are complementary and substitutable. (3) Network externalities do not trigger continuous irrational behavior in individuals. Players will not completely ignore personal information due to the “acquaintance effect” in online games. As players develop gaming habit and gather experience, their decision-making process is increasingly guided by their intrinsic preferences. These research conclusions contribute to the understanding of the operation patterns and logic of the digital economy, offering important insights for developers of digital products and relevant management departments.

Key words: digital economy, network externalities, network effect, randomized control trial

习明明, 卢意, 吴志军, 李婷. 网络外部性对个体行为影响的实验研究[J]. 管理评论, 2025, 37(10): 237-250.

Xi Mingming, Lu Yi, Wu Zhijun, Li Ting. An Experimental Study on the Effect of Network Externalities on Individual Behavior[J]. Management Review, 2025, 37(10): 237-250.

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