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| Tekijä: | Lyons, B. Henderson, K. |
| Otsikko: | Opinion leadership in a computer-mediated environment |
| Lehti: | Journal of Consumer Behaviour
2005 : SEP, VOL 4:5, p. 319-329 |
| Asiasana: | Consumer behaviour Opinion leadership Communication Electronic commerce Information Computer literacy Internet |
| Vapaa asiasana: | e-commerce |
| Kieli: | eng |
| Tiivistelmä: | This paper investigates the characteristics of opinion leaders within the computer-mediated environment (hereafter as: c-m-env. / c-m-envs.), analyzing the differences btw. online (here as: ol.) opinion (here as: o.) leaders (here as: o-ldrs.) and ol. non-leaders (here as: no-ldrs.). It also examines the implications of o.leadership theory for e-commerce. This study finds that o-ldrs. in c-m-envs. possess significantly higher levels of enduring involvement, innovativeness, exploratory behaviour and self-perceived knowledge than no-ldrs. Ol. o-ldrs. also have better computer skills, longer Internet (here as: I.) using experience and use the I. more frequently for longer sessions than no-ldrs. |
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