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題名:從社會網絡中心性探討意見領袖特質--以青少年之同儕購買網絡與人際關係網絡為例
書刊名:中國廣告學刊
作者:陳靜怡 引用關係曾芳蓮
出版日期:2009
卷期:14
頁次:頁56-73
主題關鍵詞:同儕購買網絡意見領袖社會網絡分析
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(3) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:94
由於雙薪家庭的普及與學校教育的興盛,青少年與同儕相處的時間遠高於家人或其他人際關餘,造成行為極易受到同儕團體的影響。因此,廠商若能透過意見領柚向青少年推廣產品,必能得到事半功倍的成效。本研究透過社會網絡分析之中心性指標衡量個人於同儕購買網絡的意見領抽程度,並探討是否與其在人際棒、網絡的意見領袖程度有關。本研究認為,若個人的人際關餘網絡中心性愈高,則愈可能成為同儕之間行為的典範,同儕也愈想要觀察其購買行為而想要與其一起購買,使其成為同儕購買網絡的意見領柚;當購買產品為經驗財時尤為顯著,因為消費者在評估產品時僅能依賴自身經驗或是透過替代學習吸收他人的行為與經驗,而意見領袖經常是青少年的模仿對象。 本研究以某國立高職之101位高三學生為樣本。實證結果顯示,被青少年認知為搜尋財的產品,如此電子及手機等,其意見領柚具有高度的情報網絡中心性;被認知為經驗財的產品,如保養化組品、飲料、零食點心等,其意見領袖傾向其有高度的情戚網絡與情報網絡中心性。本研究另外探討影響人際關靜、網絡中心性的人格特質,並針對研究結果提出管理意涵及未來研究方向。
期刊論文
1.Freeman, L. C.(1979)。Centrality in social network: I. conceptual clarification。Social Networks,1(1),215-239。  new window
2.Mascarenhas, O. A. J.、Higby, M. A.(1993)。Peer, Parent, and media influences in teen apparel shopping。Jounal of the Academy of Marketing Science,21(1),53-58。  new window
3.Nelson, P.(1970)。Inforrnation and consumer behavior。Joumal of Political Economy,78(4),311-329。  new window
4.Vemette, E.(2004)。Targeting women’s clothing fashion opinion leaders in media planning: An application for magazines。Jounal of Advertising Research,44(1),90-107。  new window
5.Moschis, G. P.、Moore, R. L.(197909)。Decision making among the young: A socialization perspective。Journal of Consumer Research,6(2),101-112。  new window
6.Wells, William D.(1975)。Psychographics: A critical review。Journal of Marketing Research,12(2),196-213。  new window
7.Mangleburg, T. F.、Doney, P. M.、Bristol, T.(2004)。Shopping with friends and teens' susceptibility to peer influence。Journal of Retailing,80(2),101-116。  new window
8.Costa, Paul T. Jr.、McCrae, Robert R.(1992)。Four ways five factors are basic。Personality and Individual Differences,13(6),653-665。  new window
9.Krackhardt, David、Hanson, Jeffrey R.(1993)。Informal Networks: The Company Behind the Chart。Harvard Business Review,71(4),104-111。  new window
10.Darby, Michael R.、Karni, Edi(1973)。Free Competition and the Optimal Amount of Fraud。Journal of Law and Economics,16(1),67-88。  new window
11.McCrae, R. R.、Costa, P. T. Jr.、Busch, C. M.(1986)。Evaluating Comprehensiveness in personality systems: The California Q-Set and the Five-Factor Model。Journal of Personality,54(2),430-446。  new window
12.Granovetter, Mark S.(1973)。The Strength of Weak Ties。American Journal of Sociology,78(6),1360-1380。  new window
13.Yeh, K.、Luo, J. D.(2001)。Are Virtual Social Relationships independent from Reality。Journal of Cyber Culture and Information Society,1(1),33-55。  new window
14.Maslach, C.、Stapp, J.、Santee, R.(1985)。Individuation: Conceptual Analysis and Assessment。Journal of Personality and Social Psychology,49(September),729-738。  new window
圖書
1.Kotler, P.(2003)。Marketing Managment。New York:Prentice-Hall。  new window
2.Lazarsfeld, P. F.(1940)。Radio and the pnnted page。New York:Duell, Sloan and Pearce。  new window
3.Lindstrom,M.、Seybold, P. B(2004)。Brandchild: Remarkbale lnsights lnto the mids of today’s global kidsand their relationship with brands。London:Kogan Page Publishers。  new window
4.Lindstrom, Martin、Seybold, Patricia B.、曾浪菁(2003)。人小錢大吞世代:一年影響全球1兆8,800 億美元消費的小巨人。臺北:商智文化。  延伸查詢new window
5.Degenne, Alain、Forsé, Michel(1999)。Introducing Social Networks。London:Sage Publications。  new window
6.Wasserman, Stanley、Faust, Katherine(1994)。Social Network Analysis: Methods and Applications。Cambridge University Press。  new window
7.Engel, James F.、Blackwell, Roger D.、Kollat, David T.(1978)。Consumer Behavior。New York:Holt, Rinehart and Winston。  new window
8.Rogers, Everett M.、Shoemaker, Floyd F.(1971)。Communication of innovations: A cross-cultural approach。Free Press。  new window
9.Bandura, Albert(1986)。Social Foundations of Thought and Action: A Social Cognitive Theory。Prentice-Hall, Inc.。  new window
10.Krackhart, D.(1992)。The Strength of Strong Ties: The Importance of Philos in Networks and Organizations。Networks and Organizations。Cambridge, MA:Harvard Business School Press。  new window
圖書論文
1.Bandura, A.(1962)。Social leaming through imitation。Nebraska symposillm of motivation。Lincoln:University of Nebraska Press。  new window
2.Newman, P. R.(1982)。The peer group。Handbookof deveJopmental psychology。New York:Prentice-Hall。  new window
3.Zeithaml, Valarie A.(1981)。How Consumer Evaluation Processes Differ Between Goods and Services。Marketing of Services。Chicago:American Marketing Association。  new window
 
 
 
 
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