以聯合分析法探討直銷活動設計關鍵要素之研究

鑒於直銷產業競爭激烈，直銷業者如何在眾多的競爭業者中生存已成為直銷業關注的重點。隨著全球社會無論線上或線下活動，皆已進入到體驗的時代，直銷對於實體接觸發展出各式各樣的活動及展演場地。然而，過去的研究當中，有許多針對直銷產業結構或銷售模式所進行的研究，其鮮少針對直銷活動設計進行研究。且過去實務界大多按照直覺認知和喜好規劃活動內容，相對缺乏來自於消費者意見，容易造成活動成果運行上的落差，因此，本研究目的希冀探討直銷活動設計之關鍵因素及最佳活動設計組合。本文採用德爾菲法及聯合分析法，首先，藉由德爾非法找出直銷活動組合的關鍵因素，再者，運用聯合分析法找出最佳活動設計組合。根據實證分析結果發現，各屬性水準之成份效用值中，受訪者對於「場地」屬性以特色場地水準的成份效用值最高，其成份效用值為0.862，則可以說明受訪者對於場地中的特地場地較為偏好。其次，受訪者對於「舞台設計」屬性以正面台水準的成份效用值最高，其成份效用值為0.769，則可以說明受訪者對於舞台設計的正面台較為偏好。最後，受訪者對於「演出內容」屬性以內部員工、主管水準的成份效用值最高，其成份效用值為0.168，整體效用數值為0.862+0.769+0.168+6.5(常數項)=8.299。最後，本研究提供相關建議予以直銷產業及後續研究者參考。

關鍵字

直銷活動；活動設計；德爾菲法；聯合分析法

並列摘要

In view of the fierce competition in the direct selling industry, how the direct selling trader survives among the numerous competitors has become the focus of the industry. As the global society enters the era of experience whether online or offline activities, direct sales have developed a variety of activities and venues for physical contact. However, in the past, many studies on the direct sales industry structure or sales model have rarely been conducted on the design of direct sales activities. Moreover, in the past, most of the practical circles planned activities based on intuition and preference, and relatively lacked opinions from consumers, which easily caused a gap in the operation of the activities. Therefore, the purpose of this study is to explore the key factors of direct sales event planning and the best event design combination. This paper uses Delphi Method and Conjoint Analysis Method. Firstly, Delphi is used to find out the key factors of direct sales activity combination. Furthermore, we use the Conjoint Analysis method to find the best combination of activity design. According to the empirical analysis results of the component utility value of each attribute level, it is found that the respondents have the highest component utility value of the characteristic venue level for the "Venue" attribute, and the component utility value is 0.862. It can be explained that the interviewees prefer the special venues. Secondly, the respondent has the highest component utility value for the "stage design" attribute at the front stage level, and its component utility value is 0.769, which shows that the interviewee prefers the front stage for stage design. Finally, the respondent had the highest component utility value for internal staff and supervisors for the "performance content" attribute, with a component utility value of 0.168. The overall utility value is 0.862+0.769+0.168+6.5 (constant term) =8.299. Finally, this study provides relevant suggestions for the direct selling industry and follow-up researchers.