在人際關係網絡中，具影響他人行為態度者可被稱為意見領袖。傳統二級
傳播理論認為資訊會先從各種傳播媒介中提供給意見領袖，再經由意見領袖傳播
訊息到其他人身上，進而產生傳播效果。
以消費性市場中為例，廠商利用高人氣部落格作家進行產品置入或提供試
用、產品體驗等，都是希望這些具備意見領袖特質的對象，使其對產品具備正面
態度，建立正向口碑，傳達給跟隨者，進而產生改變他人的影響力。
對於虛擬社群中意見領袖所發展出的網路口碑，其意見無論是正面或負面
對於其他成員都具影響力(Bansal & Voyer, 2000)，本研究以《Xbox LIFE》遊戲
社群網站做為研究場域，採用質性研究方式，並透過訪談遊戲社群中意見領袖，
藉以了解意見領袖在遊戲社群中，利用本身對產品的高度專業與涉入度的優勢，
發揮其在社群中的影響力，研究中除了探討遊戲社群中成員類型與一般虛擬社群
中成員類型差異外，另一方面，針對意見領袖因為在於團體中，具有某些特質及
能力，其所發表的言論及觀點，成為團體間成員固定諮詢對象及信任來源，研究
中所探討的具意見領袖特質部分的成員傳遞訊息，有助於企業日後在運用網路口
碑傳遞時，尋求較具行銷效益的傳播對象，並可從本研究發現，經營社群不只是
設立品牌專頁粉絲團，而是必須要發掘關鍵影響人物，甚至創造出具影響力且能
凝聚社群的做法，才是推廣品牌與服務的重要關鍵。

In the networks of relationships that influence others behavior and attitude are
called opinion leaders. The two-step flow theory suggests that information through a
variety of media will receive by opinion leaders, and the opinion leaders will spread the
information and have the effect to other people. Today's consumer market companies
often offer a trial to the high popularity bloggers for product placement, to establish a
positive attitude, good reputation, and to enhance consumers purchase behavior.
The views of opinion leaders in the virtual community, either positive or negative
affect, all have impact to the members of the community (Bansal & Voyer, 2000). In
this study, we view the Xbox LIFE community website as a research field, and use
depth interviews of qualitative research as a major research method. Through the depth
interview we can know the type difference of community website members and
understand how the opinion leaders in the community convey the information.
In this study we found that opinion leaders’high degree of participation and
professional knowledge in the community played a great influence in the community.
The opinion leaders’ speeches and views have also become the main sources to the
members of the group.This study will help enterprises to seek more marketing-effective
way in use online WMO(word of mouth) in the future. From this study we can find that
to operate the community website are not just set up the fan pages just because the
community websites are in vogue. We must discover the key to affect the community
websites’ members, and create the way to bring the community members together. That
is the key to promote brand and service.

論文審定書 ................................................ i
致謝 ..................................................... ii
中文摘要 ................................................ iii
英文摘要 ................................................. iv
第一章 緒論 ................................................ 1
第一節 研究背景與動機 .................................. 1
第二節 研究目的與問題 .................................. 3
第三節 研究流程 ........................................ 6
第二章 文獻探討 ............................................ 7
第一節 虛擬社群 ........................................ 7
2.1.1 虛擬社群的定義 .................................. 7
2.1.2 虛擬社群的類型 .................................. 8
2.1.3 虛擬社群的成員類型 ............................. 13
2.1.4 虛擬社群成員的認同感 ........................... 16
第二節 網路口碑 ....................................... 18
2.2.1 網路口碑的定義 ................................. 18
2.2.2 網路口碑的特性與差異性 ......................... 19
2.2.3 網路口碑的影響力 ............................... 22
第三節 意見領袖 ....................................... 24
2.3.1 意見領袖的定義 ................................. 24
2.3.2 意見領袖的特質 ................................. 27
2.3.3 意見領袖的產品涉入度 ........................... 30
2.3.4 意見領袖的類型 ................................. 32
2.3.5 意見領袖的指認方式 ............................. 34
2.3.6 意見領袖測量表 ................................. 36
第三章 研究方法 ........................................... 38
第一節 質性研究方法 ................................... 38
3.1.1 深度訪談法 ..................................... 40
3.1.2 參與觀察法 ..................................... 42
第二節 研究架構與對象 ................................. 46
3.2.1 研究架構 ....................................... 46
3.2.2 研究場域 ....................................... 47
3.2.3 訪談對象 ....................................... 50
3.2.4 意見領袖評測方法 ............................... 53
3.2.5 訪談大綱 ....................................... 54
第三節 研究倫理 ....................................... 56
3.3.1 我與被研究者的關係 ............................. 56
3.3.2 保密與匿名原則 ................................. 57
第四節 研究資料整理 ................................... 58
3.4.1 紮根理論 ....................................... 58
3.4.2 資料譯碼 ....................................... 59
3.4.3 資料整理 ....................................... 60
3.4.4 資料分析 ....................................... 61
第四章 研究資料分析 ....................................... 65
第一節 遊戲社群成員類型 ............................... 63
第二節 遊戲社群意見領袖特質 ........................... 73
第三節 戲社群意見領袖與口碑類型 ....................... 99
第五章 結論與建議 ........................................ 108
第一節 研究結論 ...................................... 108
第二節 研究貢獻 ...................................... 115
第三節 研究限制 ...................................... 122
第四節 未來研究建議 .................................. 120
參考文獻 ................................................ 122
附錄一 受訪同意書 ........................................ 143
附錄二 訪談邀請函 ........................................ 144
附錄三 受訪者個人資料 .................................... 145
附錄四 訪談大綱 .......................................... 146

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