以推敲可能性模型探討消費者對傳直銷商品購買意圖之研究:USANA公司為例

Compared to the economic recession and the increase of unemployment rate of global economy, the growth of Multi-Level Marketing (MLM) is still increase in recent years. According to the survey of Fair Trade Commission (2012), the output value of Taiwan's MLM industry still achieved a record of $21.9 billion USD in 2012, to be a 0.6% growth compared to 2011. In addition, with the rapid growth of MLM's participants in recent years that caused how a MLM company can stand out from others and how they can persuade consumers to purchase their products to be important factors for MLM companies. Also due to pyramid schemes and various frauds customers expect more guarantee when they choice the MLM company. The purpose of this research is using the elaboration likelihood model (ELM) to examine users' initial trust in MLM. The subjects were consumers who have purchased the products of USANA before, hoping to use this consumer group to verify the factors that will affect consumer's purchase intention of MLM products, so we collected 157 valid questionnaires for empirical analysis. The results indicated that initial trust develops along a dual route including the central route and peripheral route. Initial trust as the elaboration likelihood moderates the effects of central cues and peripheral cues on purchase intention. Central cues include information quality and service quality, whereas peripheral cues include structural assurance and reputation. The results of the study also pointed out that the MLM managers need to adopt different strategies to build initial trust of consumers. Furthermore, the study can help MLM operators to determine their allocation of resources, in order to develop better marketing strategies.在全球經濟持續不景氣及失業率不斷攀高的今日，直銷產業仍然逆勢成長，國內直銷業於2012年仍創下新台幣658億元的產值，較前年成長0.6％。另外隨著近年來直銷從業人員的快速增加，讓直銷業者如何在眾多選擇中脫穎而出，並說服消費者購買其產品，成為很重要的影響因素。而現今由於變質多層次傳銷及各種詐騙手段層出不窮，消費者在選擇多層次傳銷公司時會更加注重是否能得到足夠的保障。本研究根據推敲可能性模式觀點檢驗消費者對多層次傳銷產業之初始信任，研究對象為購買美商優莎納公司相關產品之消費者，希望以此群體驗證會影響消費者購買意願之原因，共蒐集157份有效問卷作為實證分析之用。 本研究顯示初始信任的是透過兩種路徑發展而成，其中包含中央路徑及邊陲路徑。而初始信任作為推敲可行性之中介變數，用以了解中央路徑及邊陲路徑之於購買意願之影響。中央路徑包含了資訊品質及服務品質，而邊陲路徑則是包含結構保證及知名度。本研究結果指出，多層次傳銷之經營者需要採取不同的策略去建立起消費者的初始信任，此外本研究能夠協助多層次傳銷之經營者決定其資源配置，以及發展出更好的行銷策略。TABLE OF CONTENTS 論文摘要 i Abstract ii LIST OF TABLES v LIST OF FIGURES vi CHARPTER 1 INTRODUCTION 1 1.1. Research Background and Motivation 1 1.2. Research Objectives 2 1.3. Research Procedure 3 CHARPTER 2 LITERATURE REVIEW 4 2.1. Direct Selling 4 2.2. Multi-Level Marketing 5 2.3. Elaboration Likelihood Model 6 2.3.1. Central Cues 7 2.3.2. Peripheral Cues 8 2.4. Initial Trust 8 2.5. Purchase Intention 10 2.6. USANA Health Sciences 10 CHARPTER 3 RESEARCH METHODOLOGY 12 3.1. Research Framework and Hypotheses 12 3.1.1. Relationship between Central Cues and Initial Trust 13 3.1.2. Relationship between Peripheral Cues and Initial Trust 14 3.1.3. Relationship between Initial Trust and Purchase Intention 14 3.2. Development of Items 15 3.3. Questionnaire Development 17 3.4. Data Collection 17 3.5. Data Analysis Approach 18 CHRPTER 4 DATA ANALYSIS AND RESULTS 19 4.1. Demographic Characteristics of the Respondents 19 4.2. Measurement Model 21 4.3. Structure Model 24 CHARPTR 5 CONCLUSION 26 5.1. Conclusion 26 5.2. Contribution of the Research 27 5.3. Limitation and Future study 29 REFERENCE 30 APPENDIX I: QUESTIONAIRE 38 LIST OF TABLES Table 3.1 Development of Items 16 Table 4.1 The Demographic Characteristics of the Respondents 20 Table 4.2 Confirmatory Factor Analysis 23 Table 4.3 Inter-construct Correlations and the Square Root of AVE Measures 23 Table 4.4 Summary of the Results 25 LIST OF FIGURES Figure 1.1 Research Process 3 Figure 2.1 Two Hundred Small Companies in the First 5 11 Figure 2.2 USANA was named the 16th 'Best Distributor Choice' 11 Figure 3.1 Research Framework 12 Figure 4.1 Result of PLS analysis 2