現在位置首頁 > 博碩士論文 > 詳目
  • 同意授權
論文中文名稱:台灣消費者對安麗產品的行為 [以論文名稱查詢館藏系統]
論文英文名稱:Consumer Behaviors toward Amway's products in Taiwan [以論文名稱查詢館藏系統]
院校名稱:臺北科技大學
學院名稱:人文與社會科學學院
系所名稱:技術及職業教育研究所
畢業學年度:103
畢業學期:第二學期
出版年度:104
中文姓名:阮虹莉
英文姓名:Nguyen Hong Le
研究生學號:102988023
學位類別:碩士
語文別:英文
指導教授中文名:林鳳儀
指導教授英文名:Lin feng Yi
口試委員中文名:黃俊閎;盧文民;閔辰華
中文關鍵詞:直銷,消費者的行為
英文關鍵詞:MLM (Multi – level marketing), direct sales, consumer behavior.
論文中文摘要: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.
論文英文摘要: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.
論文目次: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
論文參考文獻:1. Direct selling News (2011)– Globally, direct sellers achieved $153.7 billion in sales in 2011.
2. M. L. Cheng (2008), “The Study of Direct Selling Management Strategies: An example of the Avon cosmetics company in Taiwan”, Journal of International Management Studies, p214 – 227.
3. Carmichael, A. (1995) Network and Multi-level marketing. Revised 3rd ed. England: Concept.
4. Kotler, P. & Keller, K. (2006) Marketing Management: Setting product strategy. 12th ed. New Jersey: Pearson Education, Inc.
5. Amstrong & Kotler, P. (2007), “Marketing: An Introduction”, New Jersey: Pearson Education, Inc.
6. Blackwell (2001), “Consumer behavior”. Ohio: South – Western, The Dryden press.
7. Kotler,P. & Amstrong, Saunders & Wong (2001), “Principal of Marketing (3rd ed.)” Harlow Pearson Education Limited.
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'Donnell (February 10, 2011)."Multilevel marketing or 'pyramid?' Sales people find it hard to earn much".
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
論文全文使用權限:同意授權於2015-08-12起公開