利用因素分析法探究加入直銷事業的動機

Using Factor Analysis to Explore Motivation of Joining the Direct Selling Business

劉采坵(Tsai-Chiu Liu) ； 王超弘(Chau-Hung Wang)

《科際整合管理研討會》 2016第19屆 (2016/06) Pp. 54-67

https://doi.org/10.6495/CIMBM.2016.003

摘要

直銷事業在台灣已發展許多，然而，直銷事業的社會觀感及民眾參與意願為何，是否會影響民眾加入直銷事業的動機，此為本研究擬探討之議題。本研究以一般民眾為研究對象進行相關問卷調查，並採用因素分析、變異數分析及迴歸分析等資料分析方法。本研究的結果發現：1.自我能力的養成及附加價值的追求是主要影響民眾加入直銷事業的重要動機因素。2.民眾對於直銷事業的參與意願略偏低。3.民眾對於直銷事業的社會觀感尚屬正向。4.民眾對直銷的觀感為影響加入直銷的意願。5.中高齡的女性加入直銷的意願較高。6.已婚、工作年資愈長且月平均收入愈高者對直銷的觀感愈好，但參與意願均不高。最後，本研究提出一些具體建議，期能有助於直銷事業招募更多新血輪。

關鍵字

直銷 ； 多層次傳銷 ； 工作特質 ； 因素分析法

並列摘要

There are many direct sales companies in Taiwan. The purpose of this study was to investigate whether the public perception and willingness of participation will influence the motivation of participation. This study was conducted on the general public via self-structured questionnaire and used Factor Analysis, Analysis of Variance, and Regression Analysis to obtain the results. The results were as followed: 1. The major motivation of participation would be self-enhancement and added values. 2. The willingness of participation would be low. 3. The public perception on direct sales would be positive. 4. The perception on direct sales would influence the willingness of participation. 5. The willingness of participation of middle-aged and older women would be higher. 6. The perception of married people, high-income groups, or persons with long working experience would be high, but the willingness of participation would be medium. Finally, this study provided some specific recommendations to help direct sales companies recruit more new staff.

並列關鍵字

Direct Selling ； Multilevel Direct Selling ； Job Characteristics ； Factor Analysis