- 學位論文
口耳相傳中影響力人物特質及訊息擴散模式
Traits of the Influential and Pattern of Information Diffusion in Word-of-Mouth
摘要
因應市場導向規劃設計策略，是今日設計發展趨勢的一環。因此，挖掘使用者（或消費者）口耳相傳核心的影響力人物之意見，便成為策略的依據之一。本文以內容分析法，針對5份文獻淬取影響力人物特徵17點；以此製作問卷，進行問卷調查。並依文獻所述，取192位問卷有效樣本的前百分之十設為影響力人物；以社會計量法驗證此問卷結果效度。其後，以交叉表及卡方檢定進行統計；得（1）國內可供辨識影響力人物的特徵有15點，影響力人物顯著的特徵有8點；分別為影響力人物「通常是消費者先驅」、「熱心於收集資訊上」、「強調求知及學習」、「擁有某產品之專業知識」、「了解科技」、「較一般人常與他人分享資訊」、「人脈廣，參與團體多」、「擁有高度自信心」。其中，最重要的特徵是「了解科技，善於運用工具讓生活及工作更有效率」。（2）國內影響力人物特徵中，「專家屬性」的特徵比重較重。（3）熟悉電腦的人較易成為影響力人物。（4）影響力人物關於產品及服務的訊息擴散模式中，3C及電腦相關產品資訊是最被人們所需要的。（5）口耳傳播中，最常進行訊息交流的是人們周遭的同事或同學。因此，新產品設計企劃中，應用影響力人物之意見對3C產品或電腦相關產品最適用。
並列摘要
Market orientation design strategy has been part of industry design`s current. This research employed content analysis from five specific literatures; and found seventeen traits, that were to be applied to questionnaire investigation for the Influential in Taiwan. By scoring analysis the top ten percent of correspondents were considered as “the Influential”. The result was further tested by sociometry. Research findings include: (1) Out of all “Influentials” in Taiwan, the number of male Influentials is more then that of female Influentials. (2) There are eight significant traits. The most significant traits are “to emphasize on studying and learning”, and “to have a better willingness to share information with and spread to others”. (3) In the pattern of information diffusion, 3C product and computer information is commonly being shared and spread though classmate or coworkers. (4) Office and school are the most suitable context to search for “Influentials”. (5) Finally, designers could discover useful information by working with “Influentials” of specific product.