| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 96 === The purpose of this research is for the discussing the degree of influence from opinion leader to the process of consumer strategic decision making, while applying those companies which take interpersonal marketing as their main strategy, such as direct sale industry and multi-level marketing company, as main research scope.
Using innovation proliferation theory, the opinion leader theory, fords into the expense behavior theory and the suitability sale behavior as basis, taking the opinion leader as the center, as well as combining intrinsic innovation proliferation intention, making use of the fact that external behavior may possibly affects the suitability sale which relates and fords into the expense, to the extend which the influence may affect, in making further survey.
This research takes " Relationship Medium ", " Situational Characteristics " and " Involvement Behavior" as three essential factors for opinion leaders to affect the overhead construction of course idea. Here the objects of study are taken from direct sale industry, U.S. business and Taiwanese business multi-level marketing company, such as AMWAY, NUSKIN, LANFAR, TOTALIFE; while applying comparative research technique, combining with extensive data collection and confirmation as well as in depth interview to learn the role of individual elite direct sale business in each multi-level marketing company, and compare their influence on the process of strategic decision making of downriver consumers (Awareness, Interest, Evaluation, Trial, Adoption) and their degree of acceptance.
According to the research we found that, 1. On the basis of credence, opinion leader of direct sale have their influence only at ‘Awareness Stage’. 2. Timing and demand are something that opinion leaders need to take hold of at ‘Interest Stage’. 3. ignite the sense of vocation is something necessary for direct sale opinion leaders to wield their power during ‘Evaluation Stage’. 4. Be open minded so that direct sale opinion leaders can elaborate themselves during ‘Trial Stage’. 5. Systematic contemplation can help direct sale opinion leaders to expend their organization during ‘Adoption Stage’. 6. The influence of up-stream character played by opinion leader of direct sale, moderates itself according to different stages. 7. How direct-sale opinion leader influences downstream operating methods is related to the scale of the organization.
Further more, according to real-life management, 1. The effect of direct sale opinion leaders on relationship medium is not an all-over one. 2. Educational organization should build their environment on primary stage. 3. A need to reconsider the multiply mechanic of involvement behavior.
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