隨著大眾媒體及網路的普遍性，讓許多人氣餐飲店家的口碑迅速傳播並帶來潮流，造成大排長龍或是一位難求的情景。此外，在智慧型手機及行動上網的普及下，讓消費者們不受時間及地理環境的限制，隨時可將個人在店家所獲得的消費價值以使用者創作內容(User-Generated Content, UGC)的型式於網路社群平台上傳播，而這群所謂的意見領袖，希望藉此將自身的想法及觀點分享給他人，並進一步對後續的早期大眾產生成社會影響力。
    本研究以質性研究方式，對曾到訪人氣店家的意見領袖進行半結構式深度訪談。目的在於從意見領袖到訪人氣店家之動機，及其與網路口碑間的關聯效應分析中，先將意見領袖分類，進一步了解其在人氣店家所欲得到的消費價值，所建立的使用者創作內容，以及如何對後續的早期大眾產生社會影響力。
透過訪談結果與分析，本研究發現：
(一)根據消費者到訪人氣店家之動機與特質，可將人氣店家意見領袖區分為發現者、潮流者、與市場行家三種類型。
(二)人氣店家意見領袖類型與網路口碑之關聯、在店家所獲得的消費價值、創建UGC之動機，以及對早期大眾者的社會影響效應均有共同及相異之處。例如：發現者主要是為了獲得知識性消費價值，以及生活紀錄之創建UGC動機。潮流者則獲得社會性消費價值，其創建UGC動機主要是自我防禦。市場行家者是為了獲得情感性消費價值，並帶來價值表達的社會影響力。

With mass media outlets readily available and the continued development of the internet community, restaurants often experience a sudden surge in popularity, owing to word of mouth as spread by both mass media and internet outlets.  In addition, due to the ubiquity of smart phones and mobile internet devices, people can turn their own consumption values and opinions into user-generated content (UGC) on social media platforms without restrictions due to time or location.  People who utilize social media platforms as a method to both inform and influence the viewpoints of others are called opinion leaders.  Furthermore, these opinion leaders are also eager to bring social influences to those following after early adopters.
    In this thesis, we adopted qualitative research in semi-structural, in-depth interviews with customers who have been to cult stores and are accustomed to using social media platforms. We explored the relationship between consumer motivation for popular restaurants and electronic word of mouth. Moreover, we investigated opinion leaders’ consumption values and their motivations for creating user-generated content. Finally, we discussed the goals of opinion leaders with regards to social influence.  
Conclusions of this research are summarized as following :
1. According to the interviewees’ consumption values regarding cult stores and their individual values, we can divide the opinion leaders of the popular restaurants into the following three types: the discoverers, the trendsetters, and the market connoisseurs.
2. There are both similarities and differences between consumption values, motivation for creating UGC, and expected social influence amongst opinion leaders. For instance: In the aspects of the consumption values, the motivation of creating user-generated content and the social influences on the early majority are identical among each type of the opinion leaders. However, there are some differences. For instance, discoverers may have an epistemic consumption value and motivation for creating UGC is for the purpose of recording their daily lives. Social consumption value and the motivation of creating UGC for Trendsetters is ego-defensive. Market connoisseurs have an emotional consumption value and they also expect to have social influence by means of value-expression.

目錄
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	3
第三節 研究目的	5
第四節 研究流程	6
第二章 文獻探討	7
第一節 人氣店家	7
一、何謂潮流	7
二、人氣店家實例	8
三、成為人氣店家之因素	10
第二節 創新擴散理論	11
第三節 意見領袖	14
一、意見領袖概念起源	14
二、傳統意見領袖之定義與特質	16
三、網路意見領袖之定義及特質	17
四、傳統意見領袖與網路意見領袖之比較	18
第四節 網路口碑(Electronic Word-of-Mouth)	19
一、口碑(Word-of-Mouth) 的定義及特性	20
二、口碑之演進	21
三、網路口碑(Electronic Word-of-Mouth)之定義及特性	24
四、傳統口碑與網路口碑之比較	26
五、搜尋網路口碑之動機	27
六、口碑之影響	28

第五節 消費價值	30
一、消費價值之定義	30
二、消費價值之類型	31
三、消費價值之特性	32
第六節 使用者創作內容UGC(User-Generated Content)	32
一、UGC定義	32
二、使用者創作UGC之動機	34
三、UGC價值鏈及影響	34
四、UGC社群網路及娛樂社群平台	35
第七節 社會影響理論	38
一、社會影響之意涵	38
二、社會影響之類型	38
第三章 研究方法與設計	41
第一節 研究觀念架構	41
第二節 研究方法	41
ㄧ、 深度訪談	42
二、 訪談問題	44
第三節 研究對象	45
第四章 研究分析與結果	47
第一節 網路意見領袖界定	47
第二節 人氣店家意見領袖之類型	49
第三節 搜尋網路口碑之動機	55
第四節 網路口碑之影響	58
第五節 人氣店家消費價值	62
第六節 創建UGC之動機	68
第七節 創建UGC所期望的獲得之社會影響	71
第八節 研究命題推論	77
第五章 結論與建議	80
第一節 研究結論與貢獻	80
一、人氣店家意見領袖類型之界定	80
二、網路口碑與各類型人氣店家意見領袖之關聯	81
三、各類型人氣店家意見領袖所獲得的消費價值	81
四、各類型人氣店家意見領袖創建UGC動機與社會影響之關聯	82
第二節 管理意涵	83
第三節 研究限制與後續研究建議	84
ㄧ、 研究限制	84
二、 後續研究建議	85
參考文獻	86
附錄A 訪談大綱	93
附錄B 人氣店家排隊景象及商品	96

圖目錄
圖1-1  台灣無線與行動網路上網應用調查	2
圖1-2  研究流程	6
圖2-1  創新擴散曲線	13
圖2-2  訊息擴散的三種偏向	13
圖2-3  二階傳播(Two-step flow of communication)	15
圖2-4  多階傳播(Multi-step flow model)	15
圖2-5  消費者間順勢發展模型	22
圖2-6  行銷者線性影響模型	22
圖2-7  網路共同生產模型	23
圖2-8  UGC網路價值鏈	35
圖3-1  本研究觀念架構	41
圖4-1  意見領袖人氣店家消費頻率光譜	54
圖4-2  人氣店家意見領袖類型及特質歸納	54
圖4-3  人氣店家意見領袖搜尋網路口碑動機之歸納	57
圖4-4  人氣店家意見領袖網路口碑影響之歸納	61
圖4-5  人氣店家意見領袖店家消費價值之歸納	67
圖4-6  人氣店家意見領袖創建UGC動機及所欲造成的社會影響	76
圖4-7  人氣店家意見領袖與消費價值之社會影響	78
圖4-8  人氣店家意見領袖之消費價值與社會影響力過程	79

表目錄
表2-1  全台超夢幻下午茶大PK	9
表2-2  學者對意見領袖之定義	16
表2-3  傳統意見領袖與網路意見領袖之比較	19
表2-4  學者對口碑之定義	20
表2-5  傳統口碑與網路口碑之差異	26
表2-6  正面口碑與負面口碑之比較	28
表2-7  學者對口碑影響之觀點	29
表2-8  學者對UGC之定義	33
表2-9  台灣網路社群平台前十名	36
表2-10  Facebook與無名小站之比較	37
表3-1  訪談問題分類	44
表3-2  受訪者一覽表	45
表4-1  人氣店家意見領袖類型之說明	53
表4-2  人氣店家獲得之消費價值之說明	66
表4-3  人氣店家意見領袖所期望造成社會影響之說明	74

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