獎酬制度對直銷商工作動機之研究 －以階梯數位科技公司為例－

Multilevel Marketing Incentive Systems A Case Study on Ladder Digital Education Corporation

羅麗珠(Li-Chu Lo)

指導教授 ： 胡宜中 ； 廖本哲

中原大學/商學院/企業管理研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500782

摘要

本研究旨在研究獎酬制度對直銷商工作動機的影響。 而獎酬制度對直銷商工作動機的影響與績效間的關聯性是本研究的主要課題。 本研究的主要目的有: 1.多層次直銷 2.獎酬制度設計因素與獎酬制度設計考慮的原因 3.直銷商對獎酬制度在雙因子理論的激勵因子的偏向程度看法 4.獎酬制度對直銷商，哪些最能產生誘因? 哪些最不能產生誘因? 5.直銷商工作動機因素 6.影響個體績效的因素 7.從組織績效看獎酬制度激勵對直銷商工作動機與績效之影響的結果 8.多層次直銷獎酬制度的特色 9.多層次直銷公司的成功關鍵。 研究範圍是多層次直銷獎酬制度，而直銷商工作動機與產生績效亦佔很大的比率。 本研究從理論與實務二方面瞭解多層次直銷，並對個案研究加以深入訪談。 訪談對象是獎酬制度設計者1位與高階直銷商17位。
在理論方面，以雙因子理論來解釋獎酬制度對直銷商工作動機之影響，用訪談資料印證雙因子理論，為本論文的分析整理架構重點。
經由訪談整理而得的結果： 1.依公平會及文獻對多層次直銷的定義，個案階梯數位科技公司皆符合公平交易委員會的規範 2.獎酬制度設計因素有: 產品策略、獎酬制度、教育完善、行銷的組合; 三大前題: (1)解決傳統直銷制度的一些問題 (2)獎金公平分配: 依據: 人脈建構組織基礎、動力創造業績 (3)隨時按照績效狀況來促銷; 而考慮這些因素的主要原因有: 產品的特性、售價、促銷、人性的考量、公平性考量(超越設計)、公平會對直銷業結構規範 3.直銷商對獎酬制度觀點偏向雙因子理論的激勵因子比率佔83.47%，而保健因子佔16.53%。 由此可知，比率是激勵因子大於保健因子。 所以，雙因子理論的激勵因子最符合直銷業的獎酬制度 4.獎酬制度對直銷商，最能產生誘因的是: 董事分紅，只要到達總經理位階，就可分享全球績效0.5%獎金; 最不能產生誘因的是旅遊 5.直銷商工作動機: 以高獎酬、高成長、高成就、及促進人際關係，與雙因子理論的激勵因子相符合 6.影響個體績效的因素: 依據高階直銷商觀點，影響個體績效的因素有14項與學者Porter and Lawler所提的投入、能力與特質及角色知覺相符 7.組織績效: 績效從2003年到2004年，績效成長率為200%; 由以上績效成長率顯示，獎酬制度對直銷商工作動機所引發的績效，效果發揮到最大功效 8.多層次直銷獎酬制度的特色: 依據資料分析與訪談整理而得結果，本研究對獎酬制度的特色定義為:是直銷業重要商品; 特色: 穩健成長、按部就班、人性的考量、公平性考量 9.多層次直銷公司的成功關鍵: 以公司面、商品面、獎酬制度，三方面結合成成功關鍵的黃金鐵三角。

關鍵字

工作動機 ； 階梯 ； 多層次直銷 ； 直銷商 ； 績效 ； 雙因子理論 ； 獎酬制度

並列摘要

This research is aimed at the effects of incentive programs to the job motivation of a multi-level marketing distributor. The relationship between incentive programs and the performance of a multi-level distributor is also within the range of this research. The study includes: 1. The meaning of multi-level marketing. 2. The design factors of incentive programs. 3. The distributor tendency of incentive program to the encouragement factor in the Two-factor theory. 4. The most and least incentive programs to the multi-level marketing distributor. 5. The factors of multi-level distributor job motivation. 6. The individual performance factors of multi-level marketing distributor. 7. The effects of incentive programs to the job motivation and the organizational performance of the multi-level marketing. 8. The characteristics of the incentive programs for multi-level marketing. 9. The success factors of the multi-level marketing.
This research studies the incentive programs of Ladder Digital Co. A depth interview is performed to support the research findings. The interviewees for the depth interview include 1 designer of the incentive programs and 17 high rank distributors. This research uses Two-factor theory to explain the influence of incentive programs to the job motivation of multi-level distributor. Data collected from the depth interview are used to respond the Two-factor theory and construct the base of this research.
The results of the depth interview show: 1. Ladder Digital Co. complies to the regulation of Fair Trade Commission. 2. The design factors of incentive programs are: combination of product, rewards, education and marketing strategy. 3. In Two-factor analysis, the motivation factor of Two-factor theory is best to the incentive program of a multi-level marketing company. 4. The best incentive is the presidential bonus. The least incentive is the traveling reward. 5. The motivation of a distributor is to gain high pay, high growth, high achievement, and good human relationship. 6. The individual performance factors match with the Porter and Lawler theory about job involvement, ability, characteristic and awareness of role play. 7. Organization performance can gain highest growth rate because of proper incentive programs. 8. Characteristics of incentive program include stabilized growth, the humanity consideration, equality consideration (surpass design). 9. The three key success golden triangles for a multi-level marketing are company, product and the incentive program.

並列關鍵字

reward system ； incentive program ； Multilevel marketing ； direct sales ； Ladder，Two-factor theory ； work motivation

參考文獻

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