意見領袖形成之關鍵性探討

Research on Key Factors of Forming Opinion Leaders

陳詠霖(Yung-Lin Chen) ； 譚術魁(Sui-Kuei Tan)

《東亞論壇》 483期 (2014/03) Pp. 87-105

摘要

本研究探討社區意見領袖形成之關鍵性研究，以層級分析法分析主要構面以及各要素之間的權重，藉此得知社區意見領袖之特質。主要構面分為魅力型領導及轉換型領導，經由五個不同社區五位不同受訪者，而其職位均為主任委員（主委）之研究訪談，可以明顯得知全體轉換型領導權重為0.7362比魅力型領導權重0.2638來的高，代表擔任社區意見領袖以轉換型領導特質為最佳。而在魅力型領導的子項目權重分佈為自信權重最大為0.56、依序為規劃遠景0.212、表達能力0.108、理想堅持0.064及工作熱忱0.056。轉化型領導子項目組織承諾0.586權重為最大，依序為團隊利益0.175、成員信任0.131、價值觀及信念均為0.054。本研究可提供給社區意見領袖對於擔任此職位各項特質之培養及養成，也可提供社區成員了解社區意見領袖所形成之關鍵性因子。

關鍵字

意見領袖 ； 層級分析法 ； 魅力型領導 ； 轉換型領導 ； 社區

並列摘要

This study explores opinion leadership in communities, and learns the qualities of community opinion leaders via the relative weight of main dimensions and elements of Analytic Hierarchy Process (AHP). The main dimensions of AHP are charismatic leadership and transformational leadership. Five respondents in five different communities, all holding the position of chairman, were interviewed. Based on research results, it is apparent from the weight of transformational leadership of 0.7362 and the weight of charismatic leadership of 0.2638 that opinion leaders of communities most ideally possess transformational leadership qualities.In terms of elements under the charismatic leadership, confidence had the highest weight of 0.56, followed by Planning at 0.212, Expression Ability at 0.108, Persistence at 0.064, and Dedication at 0.056. As for elements of transformational leadership, Organizational Commitment had the highest weight of 0.586, followed by Team Interests at 0.175, Trust in Members at 0.131, and Values and Beliefs both at 0.054. This study can help community opinion leaders understand the qualities required for holding their position, and also help community members understand key factors for the formation of opinion leadership.

並列關鍵字

Opinion Leaders ； AHP ； Charismatic Leadership ； Transformational leadership ； Community

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