文章基本信息

标题：The interplay of social interaction, individual characteristics and external influence in diffusion of innovation processes: An empirical test in medical settings
本地全文：下载
作者：Paola Zappa ; Paola Zappa ; Paolo Mariani 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2011
卷号：10
页码：140-147
DOI：10.1016/j.sbspro.2011.01.017
语种：English
出版社：Elsevier
摘要：This paper explores mechanisms and drivers of social learning in adoption of uncertain innovations. To this purpose, we use an original dataset of about 900 hospital physicians, involved in prescribing a new drug. Then, we specify an ERG orp*model in order to verify the tendency to exploit different formal and informal relationships with colleagues, providing information or opinions on the new product. We moreover control for the effect of alternative sources of information, i.e. marketing pressure, and antecedents of innovation, i.e. heterogeneity in individual attitude toward new products, on the probability of sending ties.
关键词：Diffusion of innovation;social learning;medical settings;social networks;ERG or;p*;models