A Research Into The Elements Affecting Consumers' Transformation To Direct Selling Agents In China

With an intense market competition,direct selling as one of operation models which is different from traditional sales has more advantages and uniqueness,business people pay more attentions to the direct selling channel.At the same time,there are some problems in reality,such as,product similarity,illegal pyramid scheme to legal direct selling infringement in intense competition among licensed corporations in China.This paper aims to analysis some significant factors focusing on willingness of transfer from consumers to direct selling agents,and provide theoretical and strategic supports for direct selling enterprises and direct selling agents.In line with this research aim,on the basis of reviewing and combing related literature and theories,this paper discusses the practical factors that direct selling enterprises can operate and develop: products quality is a foundation,corporate culture is an assurance and direct selling references can not be ignored.Combining the framework of TRA and consumers' willingness,the author is establishing a theoretical model looking into factors on willingness of transfer from consumers to direct selling agents.Based on the applied empirical study method,this paper uses the Likert fivepoint scale for the designed questionnaire to a survey among current direct selling agents.Using SPSS20.0 data analysis,the author has verified the importance of the three factors,namely direct selling products,direct selling enterprise's cultures and referencing people to the direct selling channel,and made a regression analysis for verifying consumers' attitude as a mediating effect to action of transfer.This research also confirms influence of demographic variables on the willingness to transfer,which constitutes the focus and core of this paper.At last,on the basis of the above research,author has draw some research conclusions,and proposes suggestions to the business people in the channel.The paper's conclusions are as follows:(1)The direct selling enterprises' cultures,direct selling products and recommending people in direct selling influence consumers' attitude and also affect the willingness of conversion from consumers to direct selling agents.The direct selling enterprises' cultural is the biggest influencing factor,followed by direct selling products and referencing people in the direct selling channel.(2)The consumers' attitude plays an important role in the transfer from consumer to direct selling agents.(3)The consumer demographic variables have effects on the transfer willingness.The main innovative point of this paper is by using the TRA theory,the research has explored the factors which can be applied to illustrate the power of transfer willingness from directing selling products' consumers to direct selling agents,then practitioners can understand consumers' conversion behavior.Some valuable proposals are provided for the business circle.