Are network effects really all about size? The role of structure and conduct
挑战了传统网络效应研究只关注规模的观点，论证了网络的结构（如交易可行性、成员中心性）和行为（如机会主义、声誉信号）同样显著影响网络对用户和提供者的价值，忽视这些可能导致错误策略。
Abstract Rooted in neoclassical economics, network effects research has revolved around size, arguing that the more users a network has, the more valuable that network will be to each user. I argue that a network's structure (feasibility of transactions, centrality of members, structural holes, network ties, the number of roles each member plays) and its conduct (opportunistic behavior, reputation signaling, perceptions of trust) also have significant impacts on a network's value to users and to network providers. Network research that neglects structure and conduct and focuses only on size can lead to wrong strategies or a misleading research agenda. Copyright © 2012 John Wiley & Sons, Ltd.