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題名：網路意見領袖量表之建構
書刊名：電子商務學報
作者：蔡瑤昇 引用關係／呂文琴 引用關係／洪榮照
作者(外文)：Tsai, Yau-sheng／Lu, Wen-chin／Hung, Jung-chao
出版日期：2011
卷期：13:4
頁次：頁759-779
主題關鍵詞：網路意見領袖；量表發展；網路口碑；Online opinion leader；Scale development；Online word-of-mouth
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:0
  • 點閱點閱:36
網際網路的興盛提供了新型態的資訊交流管道，使得意見領袖的影響力不再侷限於僅透過傳統環境面對面的口碑傳播，因網路環境而生的網路意見領袖，藉著網路口碑來發揮其更廣大的影響力；因此，意見領袖的「質」與「量」已儼然產生明顯的變化。然而過去文獻所發展的意見領袖量表皆建構於傳統環境，對於網路意見領袖的測量缺乏完整且具體的工具。本研究透過實體與網路發放問卷，在 352份有效樣本進行探索性因素分析和驗證性因素分析之後，發展出具有良好信度與效度的網路意見領袖量表，提出包含傳統領袖特質、持久涉入、產品知識察覺、探索行為、網路創新、電腦能力及領域涉入等七大構面總計 21題項，並提出建議與未來研究方向。
The prosperity of the internet provides new type of information exchange and communications. It makes word of mouth not just only face to face communication but also changing the quality and quantity of online opinion leader. However, the construct of the present opinion leader scale was built in a traditional environment. It lacks of fitness for measuring online opinion leader in a virtual environment. The research conducted question naires to physical and online surveys and obtains 352 valid samples. By using exploratory factor analysis and confirmatory factor analysis, an online opinion leader scale is developed with good reliability and validity. The study points out seven constructs, including traditional characteristics of opinion leader, enduring involvement, self-perceived knowledge, exploratory behaviour, innovativeness, computer skills, and field involvement. And twenty-one measuring items are identified. The study also provides suggestions for the academic and management implications. The futur e research suggestions are provided as well.
期刊論文
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3.Childers, T. L.(1986)。Assessment of the Psychometric Properties of an Opinion Leadership Scale。Journal of Marketing Research，23(2)，184-188。  new window
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5.King, Charles W.、Summers, John O.(1970)。Overlap of Opinion Leadership across Consumer Product Categories。Journal of Marketing Research，7(1)，43-50。  new window
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7.Fletcher, G. J. O.、Simpson, J. A.、Thomas, G.(2000)。The Measurement of Perceived Relationship Quality Components: A Confirmatory Factor Analytic Approach。Personality and Social Psychology Bulletin，26(3)，340-354。  new window
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10.Venkatraman, M. P.(1990)。Opinion leadership, enduring involvement and characteristic of opinion leaders: A moderating or mediating relationship?。Advances in Consumer Research，17(1)，60-67。  new window
11.Ahire, Sanjay L.、Golhar, Damodar Y.、Waller, Matthew A.(1996)。Development and validation of TQM implementation constructs。Decision Sciences，27(1)，23-56。  new window
12.Datta, P. R.、Chowdhury, D. N.、Chakraborty, B. R.(2005)。Viral Marketing: New Form of Word-of-Mouth through Internet。The Business Review，3(2)，69-75。  new window
13.Reisinger, Yvette、Turner, Lindsay(1999)。Structural Equation Modeling with LISREL: Application in Tourism。Tourism Management，20(1)，71-88。  new window
14.Raju, P. S.(1980)。Optimum stimulation level: its relationship to personality, demographics, and exploratory behavior。Journal of Consumer Research，7(3)，272-282。  new window
15.Goldsmith, Ronald E.、Hofacker, Charles F.(1991)。Measuring Consumer Innovativeness。Journal of the Academy of Marketing Science，19(3)，209-221。  new window
16.Granitz, N. A.、Ward, J. C.(1996)。Virtual community: A sociocognitive analysis。Advances in Consumer Research，23(1)，161-166。  new window
17.Anderson, James C.、Gerbing, David W.(1988)。An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment。Journal of Marketing Research，25(2)，186-192。  new window
18.Marsh, H. W.、Hocevar, D.(1985)。Application of Confirmatory Factor Analysis to the Study of Self-Concept: First and Higher Order Factor Models and Their Invariance Across Groups。Psychological Bulletin，97(3)，562-582。  new window
19.Chan, K. K.、Misra, S.(1990)。Characteristics of the Opinion Leader: A New Dimension。Journal of Advertising，19(3)，53-60。  new window
20.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
21.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
22.Day, George S.(1971)。Attitude change media and word of mouth。Journal of Advertising Research，11(6)，31-40。  new window
23.Corey, L. G.(1971)。People Who Claim to Be Opinion Leaders: Identifying their Characteristics By Self-Report。Journal of Marketing，35(4)，48-53。  new window
24.Myers, J. H.、Robertson, T. S.(1972)。Dimensions of opinion leadership。Journal of Marketing Research，9(1)，41-46。  new window
25.Dichter, Ernest(1966)。How word-of-mouth advertising works。Harvard Business Review，44(6)，147-166。  new window
26.Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。  new window
27.Churchill, Gilbert A. Jr.(1979)。A paradigm for developing better measures of marketing constructs。Journal of Marketing Research，16(1)，64-73。  new window
28.Herr, Paul M.、Kardes, Frank R.、Kim, Jaewoo John(1991)。Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective。Journal of Consumer Research，17(4)，454-462。  new window
29.Baumgarten, S. A.(1975)。The innovative communicator in the diffusion process。Journal of Marketing Research，12，12-18。  new window
30.Bloch, P. H.、Sherrell, D. L.、Ridgway, N. M.(1986)。Consumer serach: An extended framework。Journal of Consumer Research，13(1)，119-126。  new window
31.Feick, L. F.、Higie, R. A.、Price, Linda L.(1986)。People who use people: The other side of opinion leadership。Advances in Consumer Research，13(3)，301-305。  new window
32.Lyons, B.、Henderson, K.(2005)。Opinion leadership in a computer-mediated environment。Journal of Consumer Behaviour，4(5)，319-329。  new window
33.Riecken, G.、Yavas, U.(1983)。Internal consistency reliability of king and summers' opinion leadership scale: Further evidence。Journal of Market Research，20(30。  new window
34.Troldahl, V. C.、Van Dam, R.(1965)。A new scale for identifying public-affairs opinion leaders。Journalism Quarterly，42(4)，655-657。  new window
35.Yavas, U.、Riecken, G.(1982)。Extension of King and Summers' opinion leadership scale: A reliability study。Journal of Marketing Research，19，154-155。  new window
會議論文
1.Hennig-Thurau, T.、Groth, M.、Walsh, G.(2004)。Examining customer related outcomes and antecedents of service employees' emotional labor strategies for interactive and individualized services。Chicago。15。  new window
圖書
1.Rosen, E.(2000)。The Anatomy of Buzz: How to Create Word of Mouth Marketing。New York：Currency Press。  new window
2.Assael, H.(1984)。Consumer Behavior and Marketing Actions。Boston：Kent Publishing Co.。  new window
3.Hatcher, L.(1994)。A step-by-step approach to use the SAS system for factor analysis and structural equation modeling。SAS Institute。  new window
4.Katz, E.、P. F. Lazarsfeld(1956)。Personal Influence: The Part Played by People in the Flow of Mass Communication。New York：The Free Press。  new window
5.Engel, J. F.、Kollat, D. T.、Blackwell, R. D.(1982)。Consumer behavior。New York：Holt, Rinehart and Winston Company。  new window
6.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ：Prentice-Hall。  new window
7.Lazarsfeld, Paul F.、Berelson, Bernard R.、Gaudet, Hazel(1948)。The people's choice: How the voter makes up his mind in a presidential campaign。Columbia University Press。  new window
8.Rogers, Everett M.(1983)。Diffusion of Innovation。New York：Free Press。  new window
9.Hanson, Ward A.(2000)。Principles of internet marketing。South-Western College Publishing。  new window
10.Arndt, J.(1967)。Word-of-mouth advertising and perceived risk。Perspectives in Consumer Behavior。IL。  new window
其他
1.INSIGHTXPLORER(2007)。創市際市場研究顧問，http://www.insightxplorer.com/index.html。  延伸查詢new window
2.eMarketer(2007)。The rising roar of word-of-mouth，http://www.emarketer.com/Article.aspx?。  new window
 
 
 
 
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