A Research Of Opinion Leaders' Communication Influence On The Vogue Consumption In Young Urban Females

Along with rapid informatization and development of media technology, the information is playing a more and more important role in the society. The information dissemination is the most important factor in social-development, but enriched and flooding information made the audience difficultly adapted. The mass media dissemination including information dissemination usually need a opinion leader to distinguish the information for the audience, who was considered to have special influence in information communication that have changed the audience's thoughts and behavior. As the most important factor in information dissemination, the opinion leaders are in every class of social networks, and widely in shopping, fashion, news, etc.This paper based on theories of two level of dissemination and innovation-proliferation, through analysis of research achievements home and abroad related and by using empirical methods of question, interviews and observation, etc. taking the young women in Wuhan City as objection, analyses the role of opinion leaders in fashion consumption with urban young women, and the paper mainly includes the following aspects:First, the present situation of female fashion consumption in Wuhan to find out the opinion leaders, then put them classified, which was the base of research. Second, this paper based on theories of "Two-Step-Flow of communication" and "Diffusion of innovations", through empirical methods, analyzed formation and mechanism of opinion leaders. Third, this paper based on theory of groups of network theory, summed up key factors of in spread to opinion leaders. Last, based on theory of dialectical materialist dialectics, this paper examined the effectiveness, including negative influence objectively.Finally, the research points out the opinion leader are an important variable in one's lifestyle. But, the opinion leader is just ordinary persons, in one group, they were leaders and in another, they were audience, so, we can't overemphasize their function. At the same time, the powerful influence of opinion leaders require them to regulate their guarantee behavior, make information transmission objectively and control their communication activity, only to realize the maximization of opinion leader's communication effect.