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Schumpeterian competition and consumer networks: understanding concentration in the internet access market

Schumpeterian competition and consumer networks: understanding concentration in the internet access market

PEREIRA, Marcelo C.;

Artigo Completo:

Mercados em rápida evolução do produto impõem uma demanda informacional significativa sobre os consumidores. Eles podem ter que decidir entre ofertas relativamente heterogêneas, mesmo sem dispor dos conhecimentos necessários para uma escolha totalmente informada dos fornecedores. Neste caso, uma fonte de informação importante é a rede social em que o consumidor está imerso, por meio do “boca-a-boca” (BaB). Para além do papel puramente informativo, propomos que o BaB é uma possível causa da significativa concentração de mercado observada em pelo menos um mercado de alta tecnologia, o serviço de acesso à Internet, no qual a organização do mercado em muitos países não parece inteiramente explicada pelo literatura econômica existente. Aplicando uma abordagem inovadora, baseada na simulação baseada em agentes e na geração de grafos sintéticos, propomos um modelo capaz de explicar as conexões entre a competição entre empresas e o processo decisório dos consumidores, influenciado pelo BaB. O modelo demonstra de forma robusta os efeitos relevantes do BaB na organização do mercado na maioria das situações. Os resultados sugerem que a configuração competitiva de muitos outros mercados reais também pode ser significativamente influenciada pelo BaB.

Artigo Completo:

Markets undergoing fast-paced product evolution impose a significant informational demand on consumers. They may have to decide among relatively heterogeneous offers while lacking the knowledge required for a fully assessed choice of suppliers. In this case, one important information source is the social network wherein the consumer is immersed, by means of the word-of-mouth (WoM). Beyond the pure informational role, we propose that WoM is a possible cause for the significant market concentration observed in at least one prominent hi-tech market, the internet access service, in which the market organization in many countries does not seem entirely explained by the existing economic literature. Applying an innovative approach, based on agent-based simulation and synthetic graph generation, we propose a model that is able to explain the connections between the inter-firm competition and the WoM-influenced decision process of consumers. The model robustly demonstrates the relevant effects of WoM on the organization of the market in most situations. The results suggest that the competitive configuration of many other real markets could also be significantly influenced by WoM.

Palavras-chave: concentração de mercado, comportamento do consumidor, redes sociais, boca-a-boca, serviço de acesso à internet, simulação baseada em agentes,

Palavras-chave: market concentration, consumer behavior, social networks, word-of-mouth, internet access service, agent-based simulation,

DOI: 10.5151/enei2017-60

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Como citar:

PEREIRA, Marcelo C.; "Schumpeterian competition and consumer networks: understanding concentration in the internet access market", p. 1108-1128 . In: . São Paulo: Blucher, 2017.
ISSN 2357-7592, DOI 10.5151/enei2017-60

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