An exploratory study of network marketing as socially embedded exchange.

Ho Hillbun.Thesis (M.Phil.)--Chinese University of Hong Kong, 2001.Includes bibliographical references (leaves 94-100).Abstracts in English and Chinese.Chapter 1. --- INTRODUCTION --- p.4"Direct Selling, Network Marketing, and Pyramid Scheme"Chapter 2. --- THE NATURE OF NETWORK MARKETING --- p.12Distributor as the End UserCore Product MarketedCommericalization of Social RelationsAmbivalence in Nature of ExchangeConflict of InterestsChapter 3. --- THEORETICAL AND CONCEPTUAL DEVELOPMENT --- p.20Exchange ConceptResearch on Socially Embedded ExchangeNetwork Marketing as Socially Embedded ExchangeSense of JusticeRelational Exchange NormsOutcome FavorabilityTrust and TrustworthinessSocial Value of ExchangeChapter 4. --- RESEARCH METHODOLOGY --- p.53Exploratory ResearchConsumer SurveyScenario ExperimentResearch DesignManipulationCovariatesMeasurementManipulation ChecksSample and Data CollectionChapter 5. --- RESEARCH FINDINGS --- p.66Statistical AnalysisManipulation ChecksMeasurementDescriptive StatisticsMANCOVA AssumptionsMANCOVA ResultsParameter EstimatesChapter 6. --- DISCUSSION --- p.79Limitations and Future ResearchAPPENDIX I --- p.88APPENDIX II --- p.89APPENDIX III --- p.93REFERENCE --- p.9