英文摘要 |
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. |