A Study on Key Characteristics of Community Opinion Leaders

社區意見領袖形成關鍵性特質之研究

陳詠霖(Yung-Lin Chen)

意見領袖 ； 層級分析法 ； opinion leaders ； Analytic Hierarchy Process (AHP)

致理學報

34期（2014 / 07 / 01）

593 - 626

英文

本研究主要探討社區意見領袖形成之關鍵性研究，以層級分析法分析主要構面以及各要素之間的權重，藉此得知社區意見領袖之特質。主要構面分為魅力型及轉換型領導，經由20個不同社區20位不同受訪者，而其職位均為主任委員，可明顯得知全體轉換型領導權重為74%比魅力型領導權重26%高，代表社區意見領袖以轉換型領導特質為最佳。而在魅力型領導的子項目權重分佈為自信權重最大54%、依序為規劃遠景17%、表達能力16%、理想堅持7%及工作熱忱6%。轉換型領導子項目組織承諾51%權重最大，依序為團隊利益21%、價值觀10%、信念及成員信任均為9%。本研究主要貢獻提供社區意見領袖對於擔任該職務之各項特質，也可提供社區成員了解社區意見領袖所形成之關鍵性因子。

This study explores the key elements in forming community opinion leaders, and applies the Analytic Hierarchy Process (AHP) for analyzing major dimensions and the weight of individual elements, so as to understand qualities of community opinion leaders. Major dimensions include charismatic leadership and transformational leadership. This study interviewed 20 chairmen in 20 different communities, and found a weight of 74% for transformational leadership that was higher than the weight of 26% for charismatic leadership, indicating that it is best for community opinion leaders to have transformational leadership qualities. The weights of elements under charismatic leadership are as follows: Confidence 54%, Planning Vision 17%, Expression Ability 16%, Persistence in Ideals 7%, and Dedication to Work 6%. The weights of elements under transformational leadership are as follows: Organizational Commitment 51%, Group Interests 21%, Values 10%, Beliefs 9%, and Trust of Members 9%. The main contribution of this study is helping community opinion leaders understand the characteristics required for their position, and helping community members understand the key elements of forming community opinion leaders.