作者
Leisa Reinecke Flynn, Ronald E Goldsmith, Jacqueline K Eastman
发表日期
1996/3
期刊
Journal of the academy of marketing science
卷号
24
页码范围
137-147
出版商
Springer-Verlag
简介
The authors describe the development and validation of multiple-item self-report scales to measure opinion leadership and opinion seeking for specific product or service domains. The concepts of opinion leadership and opinion seeking are defined, previous attempts to measure them are critiqued, and the scale development process is described. Five separate studies using data from 1,128 student and adult respondents provide ample evidence for the unidimensionality, the reliability, and the construct and criterion-related validity of the resulting scales. Finally, implications for consumer theory and marketing practice are discussed.
引用总数
学术搜索中的文章
LR Flynn, RE Goldsmith, JK Eastman - Journal of the academy of marketing science, 1996