In this paper, the author revised the King and Summers' (1970) scale for opinion leadership. As many researchers have found, they argued that the opinion leaders were more likely to be product innovators and high in consumer creativity; were more likely to be risk preference and non-dogmatism; and were full of personal knowledge in certain products.
However, by using the KS scale (7-point response), each Alpha of the opinion leaders' personality was low (about 0.66). By using the same scale, the author could barely get high correlation between the result of KS scale and that which again got from KS scale. Thus, the validity of KS scale was doubted.
To improve this point, they utilized a 5-point scale and modified some KS scales (under the item-to-total correlation, they deleted the inappropriate items), in Table 2. In the end, the Alpha increased and the correlation between opinion leadership with creativity and ownership of the product was confirmed.
Also, to test the validity of the revised scale, different users of cable television (different in their degree of adoption of cable TV services) were analyzed. And, they found that, under Turkey HSD test of means, the average opinion leadership scores for premium subscribers and basic-only subscribers were significantly greater than the score for the group that had refused to subscribe to cable TV. Thus, the people who are familiar to TV services will found high in opinion leadership.
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