本研究以越南河內地區為例，探討越南直銷業之行銷策略（包括：產品策略、價格策略與交易機制、通路策略與顧客關係互動、促銷策略、專業知識、行銷研究、市場區隔、人力資源和成本策略）對關係利益、忠誠度、服務價值和網路外部性之影響。藉由對河內地區直銷人員之問卷調查，分析得結果如下：
1. 在關係利益方面：(1)對男女性別而言，價格策略與交易機制和通路策略與顧客關係互動對關係利益皆有顯著影響；(2)對不同年齡層而言，對關係利益之影響因素各有不同；(3)對不同工作年資而言，對關係利益之影響因素亦各有不同。
2. 在忠誠度方面：對不同性別、不同年齡層和不同工作年資而言，對忠誠度之影響因素不盡相同。
3. 在服務價值方面：對不同性別、不同年齡層和不同工作年資而言，對忠誠度之影響因素亦不盡相同。
4. 在網路外部性方面：對不同性別、不同年齡層和不同工作年資而言，對忠誠度之影響因素亦有相當大的差異。

This research investigated the effects of marketing strategies (product strategy, pricing and trading mechanisms, interactive channel strategy and customer relationship, promotion strategy, professional knowledge, marketing research, market segmentation, human resources, relational benefits and cost Strategy) for direct selling industry in Vietnam on relationship benefit, loyalty, service value and networkexternality. The data were collected by delivering our questionnaires to direct selling workers in Hanoi. We found some following empirical results:
1. For relationship benefit: (1) for both male and female workers, pricing and trading mechanisms and interactive channel strategy and customer relationship have significant impacts on relationship benefit; (2) the factors affecting relationship benefit for direct selling workers with different years are different; (3) the factors affecting relationship benefit for direct selling workers with different seniorities are also different.
2. For loyalty: (1) the factors affecting loyalty for direct selling workers with different sexes are different; (2) the factors affecting loyalty for direct selling workers with different years are different; (3) the factors affecting loyalty for direct selling workers with different seniorities are also different.
3. Similar to loyalty, for service value and networkexternality: the factors affecting service value and networkexternality for direct selling workers with different sexes, different years, and different seniorities are also different.

中文摘要 ............................................................. i
英文摘要 ........................................................... iii
誌謝 ............................................................... iii
表目錄 .................................................................................................................. vi
圖目錄 .............................................................................................................. ix
第一章 緒論 ........................................................ 1
1.1 研究背景與動機 ................................................................................... 1
1.2 研究目的 ............................................................................................... 4
1.3 研究內容 ............................................................................................... 5
第二章 文獻探討 ................................................... 6
2.1 越南直銷產業發展概況 ....................................................................... 6
2.2 直銷 ............................................................................................... 11
2.3 網際網路行銷 ..................................................................................... 13
2.3 顧客關係互動 ..................................................................................... 18
2.4 專業知識 ............................................................................................. 20
2.5 關係利益······································································ 21
2.6 顧客忠誠度··································································· 23
2.7 服務價值認知 ······························································· 25
2.8 網路外部性··································································· 26
第三章 研究方法 .................................................. 29
3.1 研究架構 ............................................................................................. 29
3.2 研究假說 ............................................................................................. 30
3.3 問卷設計 ............................................................................................. 33
3.4 研究母體與樣本 ................................................................................. 34
第四章 研究結果 .................................................. 35
4.1 信度分析······································································ 36
4.2 銷變數與準則變數之相關分析 ......................................................... 37
4.3 入口統計變數對 ................................................................................. 39
第五章 結論與建議 ................................................. 80
5.1 結論 ..................................................................................................... 80
5.2 建議 ..................................................................................................... 88
v
參考文獻 .......................................................................................................... 91
附錄 本研究問卷 .......................................................................................... 98

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