Assessment of the Psychometric Properties of an Opinion Leadership Scale

Terry L. Childers

342 citations0/0 files storedJournal of Marketing Research

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Innovation Diffusion and Forecasting Psychometric Methodologies and Testing Technology Adoption and User Behaviour

Abstract

Continued interest in diffusion theory and product innovation research necessitates the sound measurement of such constructs as opinion leadership. The author assesses the psychometric properties of the King and Summers self-designating scale of opinion leadership and proposes a modified scale of opinion leadership. The revised scale is found to have higher internal consistency reliability and better nomological and known-groups validity.

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2019Diffusion of Innovations 1 1979A Paradigm for Developing Better Measures of Marketing Constructs 1963Diffusion of Innovations 1983The diffusion of innovations 1982The need for cognition.1983Advances in Consumer Research 1974Communication of Innovations: A Cross-Cultural Approach.1980Innovativeness, Novelty Seeking, and Consumer Creativity

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1998A Dyadic Study of Interpersonal Information Search 1996Opinion Leaders and Opinion Seekers: Two New Measurement Scales 2006Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences 2009A Two-Step Flow of Influence?2002A note on modeling consumer reactions to a crisis: The case of the mad cow disease 2005Opinion leadership in a computer-mediated environment 2010Customer relationship management and company performance—the mediating role of new product performance

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