直銷商加入直銷公司評量因素之研究

The Assessment Factors of Distributors in Joining Direct Selling Companies

王昭雄(Jau-Shyong Wang) ； 謝律晨(Lu-Chen Hsieh) ； 王昭文(Jau-Wen Wang) ； 李亮君(Lian-Chun Lee)

《直銷管理評論》 1卷3期 (2011/12) Pp. 75-90

https://doi.org/10.6201/DSMR.2011.1(3).04

摘要

本研究以Wotruba andTyage（1992）之直銷商工作特質為指標，採用AHP方法評量各指標之權重值，探討直銷工作特質對直銷商加入直銷公司之影響，以作為直銷公司在招募直銷商之參考。研究結果顯示「收入與事業成就」是影響直銷商從事直銷工作的主要因素，「個人成就與挑戰」次之。直銷商在「收入與事業成就」構面上，以「自己努力與否決定成敗」為最重要；在「個人成就與挑戰」構面上，以「發展個人銷售技巧」為最重要；在「照顧與認可」構面上，以「有機會來證明我的工作能力」為最重要；「在自治與控制」構面上，以「彈性工作時間」為最重要；在「社會與組織認同」構面上，以「交朋友的機會」為最重要。

關鍵字

直銷 ； AHP ； 直銷商

並列摘要

This study used the job characteristics of distributors proposed by Wotruba and Tyage (1992) as the index. It adopted AHP method in measuring the weighted value of the indices to explore the effect of the job characteristics of the distributors in joining direct selling companies. The result can serve as a reference for direct selling companies in recruiting new members. The results showed that ”income and career achievements” is the main factor and ”personal achievement and challenge” is the second factor that influences the distributors to be engaged in direct selling. Under the constructs ”income and career achievements”, ”personal achievement and challenge”, ”care and recognition”, ”autonomy and control” and ”social and organizational recognition”, the dimensions ”one's perseverance decides one's success”, ”development of one's sales techniques”, ”have the opportunity to prove my work ability”, ”flexible work time” and ”opportunity to make friends” are the most important, respectively.

並列關鍵字

Direct Selling ； AHP ； Distributor