本論文研究旨在探討意見領袖對消費決策採用歷程的影響程度，並以人際行銷為主的直銷業傳銷公司為主要研究範圍。
透過創新擴散理論、意見領袖理論、涉入消費行為理論和適性銷售行為理論基礎，以意見領袖為中心，結合內在創新擴散的意圖，運用外在行為可能影響上下關係的適性銷售和涉入消費，發展出影響力可能發揮的範疇，做進一步的延伸。
本研究以「關係媒介」、「情境特質」和「涉入行為」為三要素的意見領袖影響歷程觀念架構，就直銷業美商和台商傳銷公司—安麗、如新、連法、秀得美—為研究對象，採用比較性的質化研究方法，多方資料蒐集驗證，並進行深度訪談，探討個別傳銷公司高階直銷商，所扮演的意見領袖角色，對下線消費決策採用歷程（知曉、興趣、評估、試驗、接受）五階段影響和接收程度的比較。
研究結果發現：1.在信任的前提下，直銷意見領袖在「知曉階段」才會有影響力。2.時機和需求，是直銷意見領袖在「興趣階段」必須掌握的。3.點燃使命感，才能讓直銷意見領袖在「評估階段」有威力。4.用心打開心結，直銷意見領袖有機會在「試驗階段」發揮。5.系統思考，能幫助直銷意見領袖在「接受階段」擴大組織。6. 直銷意見領袖所扮演的上線角色影響力，隨階段不同而有所差異。7. 直銷意見領袖影響下線運作方式，與組織規模有關。
此外，管理實務上也發現：1.意見領袖所能發揮的關係媒介影響並非全面性。2.組織教育應把情境營造在最初階段。3.涉入行為的複製機制需重新思考。

The purpose of this research is for the discussing the degree of influence from opinion leader to the process of consumer strategic decision making, while applying those companies which take interpersonal marketing as their main strategy, such as direct sale industry and multi-level marketing company, as main research scope.

Using innovation proliferation theory, the opinion leader theory, fords into the expense behavior theory and the suitability sale behavior as basis, taking the opinion leader as the center, as well as combining intrinsic innovation proliferation intention, making use of the fact that external behavior may possibly affects the suitability sale which relates and fords into the expense, to the extend which the influence may affect, in making further survey.

This research takes " Relationship Medium ", " Situational Characteristics " and " Involvement Behavior" as three essential factors for opinion leaders to affect the overhead construction of course idea. Here the objects of study are taken from direct sale industry, U.S. business and Taiwanese business multi-level marketing company, such as AMWAY, NUSKIN, LANFAR, TOTALIFE; while applying comparative research technique, combining with extensive data collection and confirmation as well as in depth interview to learn the role of individual elite direct sale business in each multi-level marketing company, and compare their influence on the process of strategic decision making of downriver consumers (Awareness, Interest, Evaluation, Trial, Adoption) and their degree of acceptance.

According to the research we found that, 1. On the basis of credence, opinion leader of direct sale have their influence only at ‘Awareness Stage’. 2. Timing and demand are something that opinion leaders need to take hold of at ‘Interest Stage’. 3. ignite the sense of vocation is something necessary for direct sale opinion leaders to wield their power during ‘Evaluation Stage’. 4. Be open minded so that direct sale opinion leaders can elaborate themselves during ‘Trial Stage’. 5. Systematic contemplation can help direct sale opinion leaders to expend their organization during ‘Adoption Stage’. 6. The influence of up-stream character played by opinion leader of direct sale, moderates itself according to different stages. 7. How direct-sale opinion leader influences downstream operating methods is related to the scale of the organization.

Further more, according to real-life management, 1. The effect of direct sale opinion leaders on relationship medium is not an all-over one. 2. Educational organization should build their environment on primary stage. 3. A need to reconsider the multiply mechanic of involvement behavior.

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三、網站部分
1.中華民國直銷協會 http://www.dsa.org.tw/
2.中華直銷管理學會 http://www.cadsm.org/dsrc-tn/dsrc/dsrc-new.htm
3.行政院公平交易委員會 http://www.ftc.gov.tw/
4.直銷學術研發中心 http://www.dsrc.nsysu.edu.tw/
5.安麗日用品公司 http://www.amway.com.tw/
6.美商如新公司 http://nuskin.com.tw/
7.秀得美國際公司 http://www.totalife.com.tw/
8.連法國際實業公司 http://www.lanfar.com.tw/
9.智庫百科MBAlib http://wiki.mbalib.com