Research On The Influencing Factors And Mechanism Of The Core Issues Of Health Care Products Direct Selling

Health care products is one of five major categories that allow provisions expressly direct selling in China, more than 30% of the current health care products are chosen to sell by direct selling. As people pay more attention to health, health care products are also moving towards the era of mass consumption, but direct selling enterprises are increasingly sad because health care products direct selling is facing two core issues, the first is products is hard to sell, the second is the development of direct selling team is slow. So what factors affect the intention of consumers to buy direct selling health care products, which factors affect the intention of consumers to join direct selling agents, these are the most concerned issues of the enterpriseBased on this background, this paper studies the consumer’s purchase intention of health care products and consumer’s intention of join direct selling agents. Through literature research, the paper summarizes the related theories and research results. Based on the theory and technology acceptance model, this paper establishes consumer’s direct purchase intention model and intention of consumers to join direct selling agents model.Specific contents include the following aspects:(1) The article carry out an in-depth interviews with the consumer of direct selling health products, and analysis this interview data with the grounded theory, then combined with previous research results and the classical theory,the article establish study model of purchase intention of health care products and intention to join direct selling agents.(2) The article use a variety of statistical analysis methods to examine the purchase intention model of consumer, and then establish a structural equation model. The results show that: trust experience, brand image, perceived usefulness and purchase cost have a significant impact on consumers’ perceived reliability. Perceived reliability, perceived usefulness, purchasing costs have a significant impact on the purchase intention of consumers. And there are significant differences in the purchase intention of consumers these who have different age and educational background.(3) The article use a variety of statistical analysis methods to examine the intention to join direct selling agents model, and then establish the multiple stepwise regression analysis equation. The results show that: extrinsic motivation, customer loyalty, internal drive, product factors have a significant impact on consumer’s join intention. And there are significant differences in the join intention of consumers these who have different age and, educational background and income.Finally, combining the existing problems of health care products and the conclusion of this paper, this article put forward some suggestions to health care products direct selling enterprises.