| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 107 === The general public's impression of the multi-level marketing business is mostly negative, mostly for the sake of big and false, the exploitation of bonuses, the quality of goods, and the shell company. Because it has the advantage of joining the low threshold, the investment-free cost, and the rent-free storefront, and the direct selling business is a dream, everyone has embraced their dreams, so they still attract people from all walks of life to join.
Even so, not everyone is suitable for the direct selling business. To achieve these successful realms, you need to have the relevant knowledge and skills. It is also necessary to make some efforts and serious basic training and in-depth advanced learning to become someone who is praised. "Successful MLM personnel." How a leader judges and recruits people is also a deep learning. In the past, research pointed out that human beings are rational individuals, and their behaviors are easily influenced by the people around them. The personality traits they possess may be related to their success or not.
Therefore, this study intends to use the theory of planned behavior as the main framework to explore the behavioral intentions that affect the success of multi-level marketing personnel. In this study, the company sells nutrition and health care products as the main target of the questionnaire survey, and collects questionnaires for the MLM personnel who have developed the offline organization. A total of 105 questionnaires are sent out. The important conclusion of the actual analysis is the multi-level marketing. The attitudes and subjective norms of personnel to the MLM industry will slightly affect their willingness to start a business; different personality traits have a significant impact on the intentions of entrepreneurial behavior, among which the internal control personality traits will have more entrepreneurial intentions; and the society they own before the venture Capital has a significant impact on the intentions of entrepreneurial behavior.
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