意見領袖影響力－以直銷業為例

The Influence of Opinion Leaders-The Case of Direct Selling Industry

林惠美(Hui-Mei Lin) ； 林孟彥(Meng-Yen Lin)

《直銷管理評論》 1卷2期 (2009/10) Pp. 1-26

https://doi.org/10.6201/DSMR.2009.1(2).01

摘要

直銷是人的事業，以人為基點，透由組織的運作，加強了彼此忠誠度和信任感，做好鞏固上下線的工作，而得以持續運作系統，其中扮演意見領袖的高階直銷商，常左右傳銷公司的經營績效。本研究以人際行銷為發展脈絡的直銷業傳銷公司為主要研究範圍，旨在探討高階直銷商意見領袖對消費決策採用歷程的影響程度。 本研究提出「關係媒介」、「情境特質」和「涉入行為」三要素為直銷意見領袖影響消費決策歷程的觀念架構，並以直銷業美商和台商傳銷公司－安麗、如新、連法、秀得美－為研究對象，採用比較性的質化研究方法，多方資料蒐集驗證，再進行深度訪談，探討個別傳銷公司高階直銷商，所扮演的意見領袖角色，對下線消費決策採用歷程（知曉、興趣、評估、試驗、接受）五階段影響和接收程度的比較，繼而比較其中差異處和共同點，最後提出研究結論、實務意涵和未來研究建議。

關鍵字

意見領袖 ； 直銷 ； 多層次傳銷 ； 質化研究

並列摘要

Direct-selling is a humanity-based career, which based on human's improving each other's fidelity and trust worthiness through work of the organization. We hope to solidify up-line and down-line relationship so that the system can function infallibly well. Besides, the elite direct-selling companies who play the role of opinion leader often affect the sales result of the multi-level marketing companies. This study includes the multi-level marketing companies which major in interpersonal sales as its main research object to discuss effectiveness of the opinion from elite opinion leaders in direct-selling companies, and how it affects the application process of expenditure policy.
This study takes 'relationship media', 'situation peculiarity' and 'involvement behavior' as the three essence of how opinion leaders affect the process of conception construction, while taking both Taiwanese and American multi-level marketing companies, such as AMWAY, NUSKIN, LANFAR, TOTALIFE as the object of research, as well as applying comparative qualitative research to collect wide variety of information while conducting in depth interview so to find out the opinion leader role each elite direct-seller plays within individual multi-level marketing company. Moreover, it also compares the level of these roles in affecting and receiving the lower reaches in the process of five stages of expenditure decision making (Awareness, Interest, Evaluation, Trial, Adoption).

並列關鍵字

opinion leader ； direct selling ； multi-level marketing ； qualitative research