国外消费者意见领袖研究述评与展望
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外国经济与管理 2014 年 第 36 卷第 05 期, 页码：32 - 39
摘要
参考文献
摘要
消费者意见领袖是指那些具备一定知识,愿意通过在线或离线渠道进行口碑传播,并能对其追随者的消费态度或行为产生影响的个体。在消费行为领域,消费者意见领袖被视为社会对消费者施加影响的重要途径,并日渐成为学者们的研究热点之一。本文围绕消费者意见领袖的概念、识别方法、影响因素以及作用结果等问题,梳理了相关研究成果,并在此基础上对未来的研究方向进行了展望。
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[2]Chan K K and Misra S.Characteristics of the opinion leader:A new dimension[J].Journal of Advertising,1990,19(3):53-60.
[3]Chaudhry S A and Irshad W.Opinion leadership and its role in buyer decision making[J].Academy of Contemporary Research Journal,2013,7(1):7-14.
[4]Cho Y,et al.Identification of effective opinion leaders in the diffusion of technological innovation:A social network approach[J].Technological Forecasting and Social Change,2012,79(1):97-106.
[5]Corey L G.People who claim to be opinion leaders:Identifying their characteristics by self-report[J].Journal of Marketing,1971,35(4):48-53.
[6]Doumit G,et al.Opinion leaders and changes over time:A survey[J].Implementation Science,2011,6(1):117-123.
[7]Flynn L R,et al.Opinion leaders and opinion seekers:Two new measurement scales[J].Journal of the Academy of Marketing Science,1996,24(2):137-147.
[8]Forbes L P.Does social media influence consumer buying behaviorAn investigation of recommendations and purchases[J].Journal of Business&Economics Research,2013,11(2):107-112.
[9]Galster J.Identifying opinion leaders and their activity on a local apparel business facebook fan-page[D].Louisiana State University,2012.
[10]Gnambs T and Batinic B.Convergent and discriminant validity of opinion leadership:Multitrait-multimethod analysis across measurement occasion and informant type[J].Journal of Individual Differences,2011,32(2):94-102.
[11]Gnambs T and Batinic B.A personality-competence model of opinion leadership[J].Psychology&Marketing,2012,29(8):606-621.
[12]Gnambs T and Batinic B.The roots of interpersonal influence:A mediated moderation model for knowledge and traits as predictors of opinion leadership[J].Applied Psychology,2013,62(4):597-618.
[13]Hazeldine M F.An exploratory role analysis of opinion leaders,adopters,and communicative adopters with a dynamically continuousinnovation[J].Journal of Applied Business Research,2010,26(4):117-130.
[14]Huffaker D.Dimensions of leadership and social influence in online communities[J].Human Communication Research,2010,36(4):593-617.
[15]Iyengar R,et al.Opinion leadership and social contagion in new product diffusion[J].Marketing Science,2011,30(2):195-212.
[16]King C W and Summers J O.Overlap of opinion leadership across consumer products categories[J].Journal of Marketing Research,1970,7(1):43-50.
[17]Lazarsfeld P F,et al.The people’s choice:How the voter makes up his mind in a presidential campaign[M].New York:Duell,Sloan and Pearce,1944.
[18]Li F and Du T C.Who is talkingAn ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs[J].Decision Support Systems,2011,51(1):190-197.
[19]Lu,et al.The emergence of opinion leaders in a networked online community:A dyadic model with time dynamics and a heuristic for fast estimation[J].Management Science,2013,59(8):1783-1795.
[20]Lyons B and Henderson K.Opinion leadership in a computer-mediated environment[J].Journal of Consumer Behaviour,2005,4(5):319-329.
[21]Momtaz N J,et al.Identifying opinion leaders for marketing by analyzing online social networks[J].International Journal of Virtual Communities and Social Networking,2011,3(1):43-59.
[22]Pongsiri T and Somkiat E.The impacts of opinion leaders towards purchase decision engineering under different types of product involvement[J].Complexity System and Engineering Management,2011,2:12-22.
[23]Rogers E M.Diffusion of innovation[M].New York:Free Press,2003.
[24]Sandes F S.Electronic word of mouth impact on consumer behavior:Exploratory and experimental studies[J].Journal of International Consumer Marketing,2013,25(3):181-197.
[25]Shoham A and Ruvio A.Opinion leaders and followers:A replication and extension[J].Psychology&Marketing,2008,25(3):280-297.
[26]Stern B B and Gould S J.The consumer as financial opinion leader[J].Journal of Retailing Banking,1988,10(2):43-52.
[27]Trepte S and Scherer H.Opinion leaders-Do they know more than others about their area of interest[J].Communications,2010,35(7):119-140.
[28]Van-Eck P S,et al.Opinion leaders’role in innovation diffusion:A simulation study[J].Product Development&Management Association,2011,28(2):187-203.
[29]Venkatraman M P.Opinion leadership,enduring involvement and characteristics of opinion leaders:A moderating or mediating relationship[J].Advances in Consumer Research,1990,17(1):60-67.
[30]Villanueva J,et al.The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth[J].Journal of Marketing Research,2008,45(2):48-59.
引用本文
涂红伟, 严鸣. 国外消费者意见领袖研究述评与展望[J]. 外国经济与管理, 2014, 36(5): 32–39.
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