An exploratory study of network marketing as socially embedded exchange.

• Other Authors: Ho, Hillbun.
• Format: Others
• Language: English; Chinese
• Published: 2001
• Subjects: Multilevel marketing
• Online Access: http://library.cuhk.edu.hk/record=b5891362; http://repository.lib.cuhk.edu.hk/en/item/cuhk-324116

Ho Hillbun. === Thesis (M.Phil.)--Chinese University of Hong Kong, 2001. === Includes bibliographical references (leaves 94-100). === Abstracts in English and Chinese. === Chapter 1. --- INTRODUCTION --- p.4 === "Direct Selling, Network Marketing, and Pyramid Scheme" === Chapter 2. --- THE NATURE OF NETWORK MARKETING --- p.12 === Distributor as the End User === Core Product Marketed === Commericalization of Social Relations === Ambivalence in Nature of Exchange === Conflict of Interests === Chapter 3. --- THEORETICAL AND CONCEPTUAL DEVELOPMENT --- p.20 === Exchange Concept === Research on Socially Embedded Exchange === Network Marketing as Socially Embedded Exchange === Sense of Justice === Relational Exchange Norms === Outcome Favorability === Trust and Trustworthiness === Social Value of Exchange === Chapter 4. --- RESEARCH METHODOLOGY --- p.53 === Exploratory Research === Consumer Survey === Scenario Experiment === Research Design === Manipulation === Covariates === Measurement === Manipulation Checks === Sample and Data Collection === Chapter 5. --- RESEARCH FINDINGS --- p.66 === Statistical Analysis === Manipulation Checks === Measurement === Descriptive Statistics === MANCOVA Assumptions === MANCOVA Results === Parameter Estimates === Chapter 6. --- DISCUSSION --- p.79 === Limitations and Future Research === APPENDIX I --- p.88 === APPENDIX II --- p.89 === APPENDIX III --- p.93 === REFERENCE --- p.94