探討意見領袖人格特質: 社會網絡分析觀點

Discovering the Personalities of Opinion Leaders: A Social Network Analysis Perspective

張元謙(Yuan-Chien Chang)

指導教授 ： 張瑋倫

淡江大學/商管學院/企業管理學系碩士班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00737

摘要

意見領袖的概念最早起源於Lazarsfeld 與 Katz於1948年所提出的兩級傳播理論（Two-step flow of communication），藉由觀察公民參與公共活動所提出的，認為資訊的傳播是藉由大眾媒體傳遞給意見領袖後，再藉由意見領袖傳遞給大眾，且人際的傳播比大眾的傳播能夠更有效改變閱聽者的態度。而近年來網際網路的興起，網路上的內容提供對象也從「網路服務提供者」轉變為「網路使用者主動提供與分享」，而這樣的轉變造就許多具有影響力及眾多追隨者的部落客與網路紅人興起，也使得意見領袖的口碑在社群網絡中快速的傳播，越來越受到網路使用者的重視與信賴；然而一個網絡內可能有數名意見領袖，因此，了解意見領袖影響的領域以及衡量意見領袖的特質，往往比了解他們有多大的影響力更為重要，也可為組織帶來更多的競爭優勢。因此，本研究選擇五種不同導向的團體，希望透過社會網絡分析的模式，分析網絡成員間的聯繫強度以及各成員在網絡內不同的中心性，以利於判斷意見領袖為誰，並結合後續的人格特質與聯繫行為的分析，找尋出不同團體間的意見領袖在人格特質與行為面上是否存在差異。研究結果發現，不同團體間的意見領袖多數具備了親和性與外向性的人格特質，且以專業為基礎團體之意見領袖具有嚴謹性之特質。因此，本研究期望未來可幫助組織在選擇適當的管理者或訊息傳播的意見領袖時能有所依據及參考。

關鍵字

意見領袖 ； 人格特質 ； 社會網絡

並列摘要

The concept of opinion leaders was originally from the two-step flow of communication, proposed by Lazarsfeld and Katz in 1948. The concept of opinion leader was proposed to observe the citizens' participation in public activities. The communication of information is passed to the opinion leaders through the mass media, and then passed on to the public through the opinion leaders, and the interpersonal communication can more effectively change the attitude of the audience than the public communication. However, the content providers on the Internet have also shifted from “network service providers” to “network users to initiatively provide and share” because of the rise of the Internet. This transformation has created many influential bloggers with numerous followers and the rise of web celebrities, which also enable the opinion leaders to spread opinions rapidly in the social network and is increasingly valued and trusted by online users. However, there may be several opinion leaders within a network. Hence, understanding the areas of influence of opinion leaders and the qualities of opinion leaders are often more important than understanding how powerful they are, and it can bring more competitive advantages to the organizations. This study selects five different type of groups the strength of the linkages among social network members and the different centralities of the members within the network will be analyzed through the analysis of UCINET. In addition, it can help determine who the opinion leaders are in the social network. Next, we analyze the personality traits and behaviors to discover whether opinion leaders of different groups have differences in personality traits and related behavior. The results showed that opinion leaders of different groups have the personality traits of agreeableness and extraversion; moreover, opinion leaders from professional-based groups have the characteristics of conscientiousness. Our findings can help organizations understand the leaders in the groups and have the basis and reference for the selection of appropriate managers or opinion leaders for information dissemination in the future.

並列關鍵字

Opinion leaders ； Social network analysis ； Big-five personality

參考文獻

參考文獻

英文部分

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3. Allport, G. W., & Odbert, H. S. (1936). Trait-names: A psycho-lexical study. Psychological Monographs, 47, No. 211