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Influence of Opinion Leaders on Purchase Intention Using Social Network Analysis: The Case of Paid Mobile Apps

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  • Yi-Fen Chen

    (Department of International Business, Chung Yuan Christian University, Taoyuan City, Taiwan)

  • Chia-Wen Tsai

    (Department of Information Management, Ming Chuan University, Taipei, Taiwan)

  • Yu-Fu Ann

    (Department of International Business, Chung Yuan Christian University, Taoyuan City, Taiwan)

Abstract

This article examines social network centralities to identify peer group's opinion leader with the aim of determining whether an opinion leader and perceived value influence purchase intention in the field of paid mobile apps. Social network analysis (SNA) and regression analysis are applied to examine the hypotheses within the theoretical framework. The experiment involved a peer group of college students with total of 46 subjects. Using SPSS to analyze the influences of perceived value and the group's opinion leader on purchase intention, the results showed that consumer purchase intention is positively influenced by both the perceived value of paid mobile apps and positive advices given by opinion leader. In addition, an analysis using Ucinet 6 to examine consulting network centrality, friendship network centrality, and information centrality of every member of the group revealed that based on group structure, the group member having the highest centrality has the group's potential to be the opinion leader.

Suggested Citation

  • Yi-Fen Chen & Chia-Wen Tsai & Yu-Fu Ann, 2018. "Influence of Opinion Leaders on Purchase Intention Using Social Network Analysis: The Case of Paid Mobile Apps," International Journal of Information Communication Technologies and Human Development (IJICTHD), IGI Global, vol. 10(1), pages 1-16, January.
    • Handle: RePEc:igg:jicthd:v:10:y:2018:i:1:p:1-16
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