| Summary: | 碩士 === 國立臺南大學 === 教管所學校經營與管理教學碩士班 === 97 === In the consuming market, products are approved by opinion leaders to facilitate the selling rate. Opinion leaders often played as an important carrier between mass media and the audiences. The purposes of this research are as follows: to find out the existence of opinion leaders in the elementary organization by interviews; to discover the distinct characteristics of the opinion leaders in the school organization; to understand the role of opinion leaders played in the school community, and to promote better working spirits.
This research is based on fifteen teachers from varying school sizes in Tainan City. After carefully analyzing from their manuscripts, we found out that the opinion leaders are mainly year directors, experienced teachers and chief of administration. The characteristics of the opinion leaders are warm hearted, easy going, trustworthy, supportive, sharing, creative, easy to communicate, and willing to pass on own experiences. The characteristics of opinion leaders have crucial effects on benefiting schools in the following ways: to improve teaching professional abilities, promote communication skills, to improve the students’ behavior, defines clearly the teacher power and responsibility relations, sharing emotions, strengthened organization interaction model, enhance organizational culture, deliver informal messages, to guide staff dissatisfaction, and provide new knowledge.
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