Analysis On The Opinion Leaders On Bbs

The birth of the Internet has brought unprecedented impact to human, and make enormous changs to the way of information dissemination. In the the virtual world, people who hide their true identity feel more freedom, they browsing informations,publishing comments,seeking help,downloading datas and communicating with others in a virtual community which is built on BBS forum.In this process, some people attracte the concern of Internet users by making speeches frequency and high-quality, and became the leader of the public opinion,these people are opinion leaders on the Internet.In 1940, the survey in Erie County found the existence of opinion leaders in interpersonal communication in reality society, followed by a series of studies summarized the characteristics of opinion leaders, such as well-informed,competent and capable,with a certain number of followes,extensive media contacts,higher social status.With the popularity of the internet,opinion leaders emerged on the BBS and play a role,in the fire-new environment,if the characteristics of opinion leaders, summerized by media scholars are still appicable? To better understand the opinion leaders under the network environment, this paper takes Notebook Forum In ZHONGGUANCUN Online as an example,analyzes the type and characteristics which displayed at the opinion leaders' formation process.The study analyzes the opinion leaders' external type and internal characteristics and makes the framework. It uses the Content Analysis to research the external type, takes "NotBooks Discussion" in ZHONGGUANCUN Online as research samples, analyzes and calssifies the themes and contents of the posts whose click rate is over 2000 in a period of time and finally obtains three categories of opinion leaders:professional opinion leaders, active opinion leaders and authoritative opinion leaders. Opinion leaders are different in different periods of time, and in the same period of time they have different types. These three types of opinion leaders could be independent,or unitied,or have two types of characteristics simultaneously.This paper researches the characteristics of opinion leaders using the questionaire survey to users who registered on ZHONGGUANCUN Online for more than three months, and makes a survey from the ability and personality,social statusand,forum status and influence, then obtains the basic characteristics of the opinion leaders:young and active, with professional standards, post positively and enthusiastic about helping others.their influence have greate relation with their qualifications in the forum but have no relation with the status in society, the senior opinion leaders have a great impact to users, even some comments will change their original opinion of the product.