以社會網絡分析探討意見領袖對購買意願之影響：以付費手機程式為例

Influence of Opinion Leaders on Purchase Intention Using Social Network Analysis: The Case of Paid Mobile Apps

安宇夫(Yu-Fu An)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400318

摘要

摘要
本研究以社會網絡中心性來辨識同儕群體中的意見領袖，並以消費者對於付費手機軟體的知覺價值和意見領袖作為自變數來檢測與購買意願的關係。本研究使用社會網絡分析以及簡單迴歸來檢測研究架構中的假設。本研究對象為大學生同儕團體，有效樣本為46。運用SPSS來分析大學生對付費手機軟體的知覺價格以及意見領袖對購買意願之影響。結果顯示消費者對於付費手機程式的購買意願會受到付費手機軟體的知覺價值和意見領袖的正向意見而提高。除此之外，運用Ucinet 6 來檢測網絡中每位成員的諮詢網絡中心性、友誼網絡中心性和資訊網絡中心性，中心性的檢測結果指出基於團體的網絡架構，有最高程度中心性的成員會是群體中潛在的意見領袖。

關鍵字

意見領袖 ； 社會網絡分析 ； 中心性 ； 付費手機程式 ； 購買意願

並列摘要

Abstract
This study examines social network centralities to identify peer group’s opinion leader with the aim of determining whether an opinion leader and perceived value influence purchase intention in the field of paid mobile apps. Social network analysis (SNA) and regression analysis are applied to examine the hypotheses within the theoretical framework. The experiment involved with total of 46 college students. Using SPSS to analyze the influences of perceived value and the group’s opinion leader on purchase intention, the results showed that consumer purchase intention is positively influenced by both the perceived value of paid mobile apps and positive advices given by opinion leader. In addition, an analysis using Ucinet 6 to examine consulting network centrality, friendship network centrality, and information centrality of every member of the group revealed that based on group structure, the group member having the highest centrality has the highest potential to be the opinion leader.

並列關鍵字

Purchase Intention ； Social Network Analysis ； Centrality ； Paid Mobile Apps ； Opinion Leader

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