| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 90 === Multi-level marketing (MLM), also called network marketing is relatively new one of the Marketing model. Dwyer and Lagace(1986) suggest the idea “ trust decides the consumer’s behavior in the future”. And in the MLM industry , selling the product and service through past experince and communication is the primarily principal to earn the benefit and make the MLM organization strong. So this study is interested to find out the key factors influencing the MLM consumer’trust. This study was designed to investigate why consumer trust salesperson and company in MLM products from 4 aspects:
1. Find out the factors to influence consumer’s trust of MLM industry.
2. Trust to MLM company and trust to MLM salesperson have mutual affect to influence the build of trust ?
3. if consumer trust the MLM company, what advantages company could get in the future?
4. How to make the consumer’s trust attitude stronger?
This study use some statistical method to reach the purposes aboved, like as Factor Analysis Method, Stepwise Regression Method and Pearson Correlation Method et. And have the result bellowed:
1.Consumer have high tendency to trust MLM company if they have’ high quality product and good after-sales-service’ and ‘good company brand’. And the tendency to trust MLM salesperson will be influenced ordinally by ‘thoughtful and kindly service’ and ‘leadership and well-managed ability’.
2.If consumer trust MLM company, they could repurchase the products and tell someone else about the well-experience of the product and service.
3.Among the consumer’s demographic variables, ‘sex’ and ’married satus’ could not distinguish the trust attitude from consumer. But could distinguish the difference between the tust attitude in the demographic variables of ‘educated status’ ' ’occupation’ and ‘the role of MLM’.
|
|---|
