| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 100 === In the networks of relationships that influence others behavior and attitude are
called opinion leaders. The two-step flow theory suggests that information through a
variety of media will receive by opinion leaders, and the opinion leaders will spread the
information and have the effect to other people. Today''s consumer market companies
often offer a trial to the high popularity bloggers for product placement, to establish a
positive attitude, good reputation, and to enhance consumers purchase behavior.
The views of opinion leaders in the virtual community, either positive or negative
affect, all have impact to the members of the community (Bansal & Voyer, 2000). In
this study, we view the Xbox LIFE community website as a research field, and use
depth interviews of qualitative research as a major research method. Through the depth
interview we can know the type difference of community website members and
understand how the opinion leaders in the community convey the information.
In this study we found that opinion leaders’high degree of participation and
professional knowledge in the community played a great influence in the community.
The opinion leaders’ speeches and views have also become the main sources to the
members of the group.This study will help enterprises to seek more marketing-effective
way in use online WMO(word of mouth) in the future. From this study we can find that
to operate the community website are not just set up the fan pages just because the
community websites are in vogue. We must discover the key to affect the community
websites’ members, and create the way to bring the community members together. That
is the key to promote brand and service.
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