An Efficiency Prediction of Mobility Solutions in Direct Selling Businesses of Mainland China

Horng Jinh Chang ； Ta-Ching Lee

《International Journal of Information and Management Sciences》 26卷2期 (2015/06) Pp. 181-197

https://doi.org/10.6186/IJIMS.2015.26.2.6

並列摘要

In this empirical research, the subjects were renowned direct sellers in China, and the survey was conducted with a questionnaire to (1) investigate whether adaptive marketing has any positive impact on sales performance through reliability and validity analyses, (2) analyze the comparison between direct and indirect impact and define the best analysis model, and (3) find out through reliability and validity analyses whether the introduction of mobile solutions to direct selling companies and salespeople has any positive impact on sales performance. This experiment is a theoretical and empirical investigation into the framework using the AMOS software. The model that considers the indirect impact between each dimension is better than the one that considers the direct impact. Adaptive marketing also positively impacts sales performance. The introduction of mobile solutions to the direct selling industry can improve sales capacity and benefit sales performance.

並列關鍵字

Direct selling ； AMOS ； reliability analysis ； adaptive marketing ； mobility

參考文獻

Aizheng, L.(2005).Study of the Theory and Application of direct commerce in China.Tianjin University.

Babakus, E.,Cravens, D. W.,Grant, H.,Ingram, T. N.,LaForge, R. W.(2001).Investigating the relationships among sales, management control, sales territory design, salesperson performance, and sales organization effectiveness.International Journal of Research in Marketing.13(4),345-363.

Baker, W. E.,Sinkula, J. M.(1999).The synergistic effect of market orientation and learning orientation on organizational performance.Academy of Marketing Science Journal.27(4),411.

Barton, A. W.,Sujan, H.,Sujan, M.(1986).Knowledge, motivation, and adaptive behavior: A framework for improving selling effectiveness.Journal of Marketing.50(4),174-191.

Coyle, F. P.(2001).Wireless web: a manager's guide.Boston:Addison-Wesley.