Identify The Opinion Leader In Group Of Virtual Community And Analyze Their Characteristics

Abstract:With the popularization and development of the Internet and the rapid development of Internet commerce, social e-commerce become the new trend of e-commerce, in Renren、Douban、Kaixin and other SNS communities and forums, BBS and other virtual communities emerged in many as the theme of shopping online network of consumer groups, consumer groups, these online networks gathered a large number of consumers, there is a huge market prospects.opinion leaders refers to in the network through a number of informal sub-way (speech and word of mouth) to influence other consumers’attitudes, motives, beliefs, and even acts. For entrepreneurs, if we can accurately find these opinion leaders and cooperate with favorable communication on corporate and product information, which will greatly promote the enterprise marketing. However, the first problem faced is how to accurately identify opinion leaders in these networks, only the accurate identification of opinion leaders in order to play the role of opinion leaders, meanwhile, these users have been able to become opinion leaders is sure to have different characteristics with other users, so we need to understand the characteristics of these opinion leaders, which for companies to find and develop their own opinion leaders have a great help, but also for network research scholars opinion leaders to provide some referenceFor the first two problems, this study is divided into two parts, the first part of the online network of opinion leaders, consumer groups identified in this study using social network analysis method, through the center of the analysis, structural holes analysis, core/edge analysis for members of the score, and then through the cluster analysis and expert assessment are two ways to determine the online network of consumer groups opinion leaders; second part online network of consumer groups in the characteristics of opinion leaders, consumer groups in identifying opinion leaders online network foundation on opinion leaders and non-opinion leaders in demographic characteristics, characteristics of network behavior, persistence involvement, innovation, exploration and the general public and other personalized features were analyzed and found that demographic characteristics of opinion leaders in the relative in non-opinion leaders have a higher level of education, higher income, age and occupational status but there is no significant difference in the behavior of opinion leaders in the network relative to the non-opinion leaders have a longer useful life of the network, the Internet every day longer access frequency is higher, the other opinion leaders opposed to non-opinion leaders have a higher degree of product involvement, greater innovation, higher exploration and stronger public individuation...