Research On Consumer Acceptance And Supervision In Direct Selling Industry

It has been 30 years since direct selling entered China.During this period,the Chinese direct selling industry has experienced a tortuous development process.In 1998,the government banned the development of direct selling industry,which caused the industry to stall,but then China joined the World Trade Organization and promised to open to fixed locations within a limited time.'S wholesale or retail services lifted market access restrictions,and officially promulgated the “Direct Selling Regulations”in 2005,after which the direct selling industry returned to life.After the government fully opened single-level direct sales,direct sales business developed rapidly.According to the statistics of the World Federation of Direct Selling Associations in 2019,China has become the world's largest direct sales market.However,the outside world has always questioned the legitimacy and rationality of the direct sales industry,especially the multi-level direct sales model is the same as the illegal MLM compensation method,and only one layer of window paper is separated from the illegal MLM,which deepens the public's misunderstanding of the direct sales industry..This article takes the public acceptance of the direct sales industry and its regulatory issues as the research object.First,it summarizes and analyzes the existing references,combines the concept of direct sales,single-level and multi-level direct sales,industry characteristics,and moral hazard in the transaction process,and discusses the multi-level The advantages of direct selling and the necessity of the government to regulate the direct selling industry.Second,based on theoretical analysis and combined with the actual situation,make research hypotheses about the acceptance of the public and direct sales.Starting from the acceptance of direct sales and multi-level direct sales and the impact of personal characteristics,the data was obtained through questionnaire surveys and empirical analysis.The study found that the general public can generally accept direct sales and multi-level direct sales,and there are significant differences in age and attitudes toward direct sales.Different occupations will have an impact on the acceptance of direct sales,and there are significant differences between the social public geographic area and the acceptance of multi-level direct sales.Finally,based on the results obtained through empirical analysis,combined with the government's regulatorypolicies at different stages,and comparing the practical experience of foreign direct sales supervision,it proposes improvements from the four aspects of improving industry laws and regulations,strengthening publicity and education mechanisms,improving direct sales supervision mechanisms,and establishing industry associations.Policy recommendations for direct sales industry supervision.