The Development of Online Opinion Leader Scale and Leadership Characteristics Exploration

• Main Authors: Rung-Chao Hung, 洪榮照
• Other Authors: 蔡瑤昇
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/wn28fx

碩士 === 國立臺北科技大學 === 工業工程與管理研究所 === 96 === The word of mouth has already influenced consumers'' attitude, cognition, behavior, and will cause consumers'' purchase deeply. Moreover, some individuals have special skill, knowledge and ability in the word of mouth dissemination network. They produce the influence power to other members in the network, and chang or strengthen other people''s idea. We because of the past scholar''s research, that defined this group of people as the opinion leader. According to the U.S.A e-commerce market survey Company comScore Networks（2007）research paper showed, the population of internet network users are already reach 750 million, has surmounted 14% of total numbers that age over 15 in the world, and demonstrates the universality that the internet network uses. The prosperity of the internet network, let the word of mouth behavior does not simply confine to the face-to-face conversation. E-mail, MSN, BBS, on-line forum, and discussion of website also become very important information interchange channel. Meanwhile in this kind of new state with word of mouth dissemination pattern, it also creates a crowd to have the influence, and they are “Online Opinion Leader.” According to eMarketer（2007）the observation showed that opinion leaders in U.S.A using Internet publication products word of mouth is unceasing grows. Although the verification about “Online Opinion Leader” of this kind of dissemination online word of mouth is actually few in research at present, but on the practice that already had a lot of signs shown the popularization internet network let the Online Opinion Leaders be produced change with “character” and “number.” Therefore this research will be with the summing up of literature induction, that cooperate with key informants method and observation to develop the online opinion leader scale, and penetrates two steps confirmatory factor analysis to examine the scale validity and reliability. Finally, making use of the constructed scale to investigate the online opinion leader character, including: traditional opinion leader character, demographic character and psychographic character. It hopes to be more concrete describe the online opinion leader''s outline, and defines opinion leader has special characteristic that in the network environment.