Diffusion with generational cohorts
研究了新代际群体进入人口时技术采纳的动态，以Twitter在电视节目中的扩散为例，发现新群体的采纳率受现有群体行为影响，且宏观扩散模式随代际变化，对技术开发和管理有启示。
This paper examines technology adoption where sets of new members – generational cohorts – enter the population over time. I look at the diffusion of a social media platform, Twitter, through eight annual generational cohorts of newly premiering television shows, debuting between 2006 and 2013. I first show that a new generational cohort’s rate of adoption is affected by the behaviour of prior cohorts that are present in the existing population. I then show how the macro-diffusion patterns change over the generational cohorts. These results have implications for organisations developing and managing new technologies. Incumbents must account for a distinct diffusion process that occurs with each new generational cohort to defend against the constant threat of a rival technology diffusing more widely in a new generational cohort. Organisations developing newer technologies can enter and successfully compete in a market with a widely diffused incumbent technology if they are able to attract a newer generational cohort.