隨著社群網站的普及，人們藉由社群建立關係，其中關係密切的個體，彼此之間會產生群集，每個群集的中心存在著關鍵少數的影響力者。本研究從兩級傳播理論的意見領袖概念出發，說明個人影響力的發展，並重新定義社會影響力之意涵，發展出新的學術名詞「粉力」。本研究先以質化訪談11位網路意見領袖與2位行銷專家，將訪談結果進行歸納整理，並發展量表題項，然後透過網路發放問卷，在300份有效樣本中進行探索與驗證此量表。研究結果顯示，本研究量表具有良好的信度與效度，並提出包含連結強度、同質性、內容持續性、內容易讀性及人格強度等五大構面，共計21個題項。本研究理論與實務貢獻在於建構出一個個人在社群影響力之工具，對行銷人員在尋找合作的影響力者時有一個篩選準則，並提供未來研究建議與方向。

Social Network Sites (SNSs) are more popular, people build the relationships with social media. More strong connections between individuals will form a cluster. Every cluster of centrality has key influencers in social network. The study starts from a concept about opinion leaders in two-steps-flow theories to explain the development of personal influence. We redefined the meanings about social influence and proposed a new academic word “Fanly”. The study conducted qualitative interviews with 11 online opinion leaders and 2 marketing experts, and collected the results from interviews to build up a primary measure for the scale. The research conducted questionnaires to online surveys and obtains 300 valid samples. By using exploratory factor analysis and confirmatory factor analysis, we established a fanly scale with good reliability and validity. The study points out five constructs, including tie strength, homophily, content sustainability, and content readability. Moreover, twenty-one measuring items were identified. The study provides suggestions for the academic and management implications to build up a scale that marketers can follow the rules in doing the influencer marketing. The future research suggestions are provided as well.

(一) 中文文獻
邱淑華，2011。從意見領袖到影響者：談網路時代的影響力行銷，廣告學研究，第三十七期，33-51。

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