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研究生:阮虹莉
研究生(外文):Nguyen Hong Le
論文名稱:台灣消費者對安麗產品的行為
論文名稱(外文):Consumer Behaviors toward Amway's products in Taiwan
指導教授:林鳳儀林鳳儀引用關係
指導教授(外文):Lin feng Yi
口試委員:閔辰華盧文民黃俊閎
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:管理學院外國學生專班(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:英文
中文關鍵詞:直銷,消費者的行為
外文關鍵詞:MLM (Multi – level marketing)direct salesconsumer behavior.
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In the globalization era, with the excellent performance, the direct selling industry have not only shaken off the negative image of pyramid schemes, but also successfully proven itself to be an innovative, formidable marketing channel. The purpose of this study is to research the customer decision making in purchasing Amway products in Taiwan, particular in Taipei and surroundings. In do so, the theories of MLM (Multi – level marketing) concept, customer behavior theory, customer decision making’s theory are employed as a theoretical framework.
It also attempts to find out the important factors on the relationship between variables and consumer behaviors.Understanding consumer behaviors, consumer buying process and factors affect consumer buying behavior which may bring number of benefits is one of the most important tasks confronting every competing business. A questionnaire was developed and distributed to people who are living in Taipei city and surroundings. Further, the returned questionnaires were analyzed by using factors analysis, correlation and path analysis in SPSS.
The research findings suggest that people tend to compare price between brands and different income level people have different thinking while purchasing products. As for most research, the sample population was not large enough to fulfill represent the entire population. Hence there are still more places for improvement.
In the globalization era, with the excellent performance, the direct selling industry have not only shaken off the negative image of pyramid schemes, but also successfully proven itself to be an innovative, formidable marketing channel. The purpose of this study is to research the customer decision making in purchasing Amway products in Taiwan, particular in Taipei and surroundings. In do so, the theories of MLM (Multi – level marketing) concept, customer behavior theory, customer decision making’s theory are employed as a theoretical framework.
It also attempts to find out the important factors on the relationship between variables and consumer behaviors.Understanding consumer behaviors, consumer buying process and factors affect consumer buying behavior which may bring number of benefits is one of the most important tasks confronting every competing business. A questionnaire was developed and distributed to people who are living in Taipei city and surroundings. Further, the returned questionnaires were analyzed by using factors analysis, correlation and path analysis in SPSS.
The research findings suggest that people tend to compare price between brands and different income level people have different thinking while purchasing products. As for most research, the sample population was not large enough to fulfill represent the entire population. Hence there are still more places for improvement.
ABSTRACT……………………………………………………………………………. i
ACKNOWLEDGEMENTS……………………………………………………………ii
LIST OF TABLES…………………………………………………………………….vii
LIST OF FIGURES………………………………………………………………......viii
CHAPTER 1: INTRODUCTION………………………………………………..........1
1.1 Research background …………………………………………………………..1
1.2 Research problems……………………………………………………………...3
1.3 Research purpose……………………………………………………………….5
1.4 The Scope and Limitation of research study…………………………………...6
CHAPTER 2: LITERATURE REVIEW…………………………………………..…7
2.1 Introduction of Multi – level marketing…………………………...…………...7
2.1.1 Multi – level marketing history ………………………………………...7
2.1.2 Multi – level marketing in Taiwan……………………………………....8
2.1.3 Amway Development…………………………………………………...8
2.2 Marketing mix of Amway……………………………………………………..10
2.2.1 Amway concept………………………………………………………..11
2.2.2 Benefits of MLM to the distributor…………………………………....13
2.2.3 Benefits of MLM to the company……………………………………..14
2.2.4 Products classification………………………………………………....14
2.2.5 Product line development…………...………………………………....16
2.2.6 Pricing Strategy of Amway’s products………………………………...18
2.2.7 Place, distribution channel of Amway’s products……………………. 18
2.2.8 Amway’s Promotion…………………………………………………...19
2.2.9 SWOT analysis……………………………..………………………….19
2.3 The consumer attitude &; behavior…………………..………………………..21
2.3.1 Consumer behavior analysis…………………………………………...21
2.3.2 Major factors influencing buying behavior…………………………....22
2.3.3 Consumer purchase decision process………………………………….24
CHAPTER 3 METHODOLOGY…………………………………………………….27
3.1 Data collection………………………………………………………………...27
3.1.1 Data approach………………………………………………………….27
3.1.2 Primary data…………………………………………………………....28
3.1.3 Population and sample………………………………………………....28
3.1.4 Data collection method………………………………………………...28
3.1.5 Secondary data………………………………………………………....28
3.2 Data analysis…………………………………………………………………..28
3.3 Reliability and validity………………………………………………………..28
CHAPTER 4 DATA ANALYSIS AND RESULTS…………………………………..30
4.1 Respondents’ profile…………………………………………..………………30
4.1.1 Demographic data……………………………………………………...30
4.1.2 Consumption data……………………………………………………...37
4.2 Reliability Test………………………………………………………………...42
4.2.1 Quality…………………………………………………………………42
4.2.2 Pricing…………………………………………………………….……43
4.2.3 Design………………………………………………………………….44
4.2.4 Service…………………………………………………………………45
4.2.5 Product line…………………………………………………………….46
4.3 Hypothesis testing………………………………………….………………….47
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS…………...………50
5.1 Research results and Discussion……………………………………………………50
5.2 Limitations of the Research………………………………...………………………50
5.3 Recommendations for marketers…………………………….……………………..50
APPENDIX A………………………………………………………………………….52
APPENDIX B…………………………………………………………………….........65
REFERENCES…………………………………………………………………..........67
1.Direct selling News (2011)– Globally, direct sellers achieved $153.7 billion in sales in 2011.
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3.Carmichael, A. (1995) Network and Multi-level marketing. Revised 3rd ed. England: Concept.
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6.Blackwell (2001), “Consumer behavior”. Ohio: South – Western, The Dryden press.
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8.Keller, K. (2005), “Statistics for Management and Economics”, Thomson Corporation, Seventh Edition.
9.Multilevel marketing: A Historical Perspective College of New Jersey, Ewing, New Jersey, USA. Peter Vander Nat Senior Economist, Federal Trade Commission, Washington, DC, USA
10.Amway Finland. Nd. Amway Corporation. http://www.amway.fi, cited 21 October 2009.
11.Kotler, P. &; Keller, K. L. (2009). MarketingManagement. Pearson International Edition. 13th
12.The Fair Trade Commission, (1997) The 1996 Survey Report on the Network Marketing Business in Taiwan, Taipei, Taiwan R.O.C.
13.Askegaard S., Banossy G. &; Solomon M. (1999a), consumer behavior: An introduction toconsumer behavior. New Jersey: Prentice Hall Inc.
14.Haddock, G. and Huskinson, T.L.H. (2004), “Individual differences in attitude structure”, inHaddock, G. andMaio, G.R. (Eds), Contemporary Perspectives on the Psychology ofAttitudes, Psychology Press, Hove
15.J. E. Park., J. Yu., J. X. Zhou, (2010), “Consumer innovativeness and shopping style”, Journal of Consumer Marketing, Vol. 27.
16.Jobber, D. (2007), Principles and Practices of Marketing, 5th ed., McGraw-Hill, Maidenhead.
17.Loken, B. (2006), “Consumer psychology: categorization, inferences, affect, and persuasion”,Annual Review of Psychology, Vol. 57 No. 1
18.Roehrich, G. (2004), “Consumer innovativeness: concepts and measurements”, Journal ofBusiness Research, Vol. 57 No. 6
19.P. F. Chen. (1996) “The survey of buying power of 20 million people” The Breakthrough Magazine, Volume 129.
20.C. L. Chu. (1994) “The Strategies of MLM Enterprises” The Second Academic Symposium on Direct Selling Proceeding.
21. F. H. Fang (1993) “The 14 Traits of Popular Direct selling products” The Network Marketing Magazine, volume 6.
22. L. Yueh (1993) “The Popular Products for tomorrow’s MLM Industry” The Network Marketing Magazine, volume 5.
23. T. H. Tao (1993) “The Studies of MLM business and suggestions for the Fair Trade Laws” The Fair Trade Quarterly, volume 2.
24.Direct Selling News (2012) “DSN Global 100: The Top Direct Selling Companies in the World”
25.Burkitt L., (2010). Amway Looks To Boost Image, Attract Distributors. ForbesMagazine.
26.Direct Selling News (2012). S.W.O.T Analysis Special Publications
27.Professor Chen T. F., (2006). The definition of direct selling. Direct Selling Research Center College of Management National Sun Yat-SenUniversity
28.Professor Chen T. F. (2000). A study on the multi-channels adopted by the direct selling companies. Academic research center for Direct Selling atNational Sun Yat-sen University.
29.Ta H. S. (2001). New theory on strategic management: Conceptual framework and method of analysis. Taipei: Chih Sheng PressTaiwan Direct Selling Association.
30.Robinson (1997), “Empire of Freedom: The Amway Story and What It Means to You”.
31.O&;#39;Donnell (February 10, 2011).&;quot;Multilevel marketing or &;#39;pyramid?&;#39; Sales people find it hard to earn much&;quot;.
32.Engel, James F., Black and Miniard (1993) Consumer Behavior, 7th ed. New York: The Dryden Press, 1993.
33.Engel, James F., Kollat, David T. and Blackwell, Roger D. (1968) Consumer Behavior, 1st ed. New York: Holt, Rinehart and Winston, 1968.
34.https://www.amway.com/about-amway/business-opportunity
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