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事業型多層次直銷商創業動機之研究－以多層次直銷創業前具高社經地位者為例 ...

國立高雄大學高階經營管理碩士在職專班(EMBA)

事業型多層次直銷商創業動機之研究－以多層次直銷創業前具高社經地位者為例 = Multi-Layer Distributor’s Entrepreneurial Motivation Analysis – A Study of Entrepreneurs with High Socioeconomic Status before Starting a Business

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Multi-Layer Distributor’s Entrepreneurial Motivation Analysis – A Study of Entrepreneurs with High Socioeconomic Status before Starting a Business
作者:	李敏郎,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民100
面頁冊數:	108面圖，表格 : 30公分;
標題:	多層次傳銷
標題:	Multi-distribution
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/67994979067687707416
附註:	參考書目：面84-90
摘要註:	台灣直銷發展已逾四十年。直銷具有條件低、易取得商品代理來進行買賣交易、賺取利潤的特性。而創業型經濟逐漸成為一門新的經濟重要課題，直銷的創業模式特性，恰恰可以帶來不同於創業高門檻的機會。本研究從需求動機理論及計劃行為理論的觀點來探討(1)直銷創業前具高社經地位者，以直銷作為創業途徑的需求動機，以及這些人士洞悉直銷產業當中的機會與有別於直銷領域之外的新價值。(2)直銷創業前具高社經地位者認為直銷事業得以永續經營的觀點。本研究以質性訪談及立意抽樣的方法，訪談十位直銷創業前具高社經地位且實際投入直銷領域，從事創業行為的事業型直銷商。經分析結果發現(1)受訪者欲透過直銷創業來滿足低層次需求部份，係著眼於源源不絕的市場交易，從交易中產生利潤的「特性」等因素而帶來的「保障」，以及與直銷公司合作的模式及契約中，瞭解到因市場倍增而收入遞增、事業得以世襲等因素，而使受訪者發現傳統事業無法滿足的部份，卻可在直銷事業上獲得滿足。(2)探討受訪者高層次需求的部份，在原先從事的傳統行業領域裡，均已獲得較高的成就。但在深入瞭解直銷事業的發展性之後，對於社會、尊重與自我實現的需求上，產生新的反省與定義。(3)受訪者發掘到直銷創業不是因為個人高、低層次是否已獲得滿足，而是同時可以去追求並滿足每一個層次的需求。(4)受訪者普遍共同的期待，是希望個人對於自我理想實現的過程中，除滿足高度的成就，也能降低顧此失彼的情形。此為眾多受訪者洞悉直銷事業機會裡的價值性優於傳統事業的地方，也是傳統事業難以達成的理想。本研究認為(1)受訪者即使具有高社經背景，仍需對直銷深入瞭解才知其價值與機會。(2)透過正確的直銷創業行為，其各需求得以獲得較為高度平衡與滿足。(3)受訪者對於直銷事業裡追求永續經營之缺一不可的關鍵考量點在於同時滿足「利他」與「利己」之模式。(4)直銷創業可跨過傳統創業裡所需的資金、研發或生產過程，集中市場開發之工作以加速達成個人之理想及目標。(5)直銷事業的發展基本與其他產業無異，仍在於產品的價值與競爭力。 The history of direct sale in Taiwan is more than forty years, and direct distribution has the characteristics of low entry threshold and ease to get commodities for earning profits. This kind of entrepreneurial economy has become an important and new economic task. Entrepreneurial characteristics of direct distribution can bring the wide-range opportunity, which is different from the traditional ones with high threshold. The study is researched from the points of view on the Need-Motivation Theory and the Theory of Planned Behavior. Entrepreneurs with high socioeconomic status regard direct distribution as a method of starting a new business and they penetrate the unique value of direct distribution comparing to traditional business fields. Also they have the concept on direct distribution to be a sustainable management.The study is investigated by the methods of qualitative dimension and purposive sampling. It had 10 interviewers who are entrepreneurs with high socioeconomic status, and they entered the field of direct distribution with entrepreneurial behavior. The analysis showed that interviewers with motivation on basic needs, who focus on continuous incoming profits through trading, found the special characteristics of direct distribution that can bring the security and hereditary business to their lives, and they could be satisfied through the mode of direct distribution that they are not able to get from traditional business. Interviewers had higher achievements in traditional business fields, but after deeply understanding the development of direct distribution, they had new annotation and introspection in self-fulfillment needs and psychological needs. Moreover, interviewers discovered that entrepreneurism of direct distribution is not focused on hierarchy of needs from basic to self-fulfillment step by step, but can achieve any levels of needs. They also expect to achieve their goals through self-fulfillment and can consider well in every aspect. This special value of direct distribution is acknowledged by interviews and it’s much better than traditional business that is hard to overtake.In conclusion, the study is investigated that interviews with high socioeconomic status still have to deeply understand the direct distribution so they can know well about the value and chances. Through the correct entrepreneurism of direct distribution, every level of needs can be highly satisfied and be balanced. Interviews focus on the mode of egoism and altruism, which is the key factor on sustainable management in direct distribution. Also, direct distribution can overcome the obstacles of entry threshold and speed to achieve goals. Finally, the development infrastructure of direct distribution has no differences from other fields, but main points are the product value and competitiveness.

事業型多層次直銷商創業動機之研究－以多層次直銷創業前具高社經地位者為例 = Multi-Layer Distributor’s Entrepreneurial Motivation Analysis – A Study of Entrepreneurs with High Socioeconomic Status before Starting a Business
李, 敏郎

事業型多層次直銷商創業動機之研究－以多層次直銷創業前具高社經地位者為例 = Multi-Layer Distributor’s Entrepreneurial Motivation Analysis – A Study of Entrepreneurs with High Socioeconomic Status before Starting a Business / 李敏郎撰 - [高雄市] : 撰者, 民100. - 108面 ; 圖，表格 ; 30公分.
參考書目：面84-90.
多層次傳銷Multi-distribution

事業型多層次直銷商創業動機之研究－以多層次直銷創業前具高社經地位者為例 = Multi-Layer Distributor’s Entrepreneurial Motivation Analysis – A Study of Entrepreneurs with High Socioeconomic Status before Starting a Business
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330 $a 台灣直銷發展已逾四十年。直銷具有條件低、易取得商品代理來進行買賣交易、賺取利潤的特性。而創業型經濟逐漸成為一門新的經濟重要課題，直銷的創業模式特性，恰恰可以帶來不同於創業高門檻的機會。本研究從需求動機理論及計劃行為理論的觀點來探討(1)直銷創業前具高社經地位者，以直銷作為創業途徑的需求動機，以及這些人士洞悉直銷產業當中的機會與有別於直銷領域之外的新價值。(2)直銷創業前具高社經地位者認為直銷事業得以永續經營的觀點。本研究以質性訪談及立意抽樣的方法，訪談十位直銷創業前具高社經地位且實際投入直銷領域，從事創業行為的事業型直銷商。經分析結果發現(1)受訪者欲透過直銷創業來滿足低層次需求部份，係著眼於源源不絕的市場交易，從交易中產生利潤的「特性」等因素而帶來的「保障」，以及與直銷公司合作的模式及契約中，瞭解到因市場倍增而收入遞增、事業得以世襲等因素，而使受訪者發現傳統事業無法滿足的部份，卻可在直銷事業上獲得滿足。(2)探討受訪者高層次需求的部份，在原先從事的傳統行業領域裡，均已獲得較高的成就。但在深入瞭解直銷事業的發展性之後，對於社會、尊重與自我實現的需求上，產生新的反省與定義。(3)受訪者發掘到直銷創業不是因為個人高、低層次是否已獲得滿足，而是同時可以去追求並滿足每一個層次的需求。(4)受訪者普遍共同的期待，是希望個人對於自我理想實現的過程中，除滿足高度的成就，也能降低顧此失彼的情形。此為眾多受訪者洞悉直銷事業機會裡的價值性優於傳統事業的地方，也是傳統事業難以達成的理想。本研究認為(1)受訪者即使具有高社經背景，仍需對直銷深入瞭解才知其價值與機會。(2)透過正確的直銷創業行為，其各需求得以獲得較為高度平衡與滿足。(3)受訪者對於直銷事業裡追求永續經營之缺一不可的關鍵考量點在於同時滿足「利他」與「利己」之模式。(4)直銷創業可跨過傳統創業裡所需的資金、研發或生產過程，集中市場開發之工作以加速達成個人之理想及目標。(5)直銷事業的發展基本與其他產業無異，仍在於產品的價值與競爭力。 The history of direct sale in Taiwan is more than forty years, and direct distribution has the characteristics of low entry threshold and ease to get commodities for earning profits. This kind of entrepreneurial economy has become an important and new economic task. Entrepreneurial characteristics of direct distribution can bring the wide-range opportunity, which is different from the traditional ones with high threshold. The study is researched from the points of view on the Need-Motivation Theory and the Theory of Planned Behavior. Entrepreneurs with high socioeconomic status regard direct distribution as a method of starting a new business and they penetrate the unique value of direct distribution comparing to traditional business fields. Also they have the concept on direct distribution to be a sustainable management.The study is investigated by the methods of qualitative dimension and purposive sampling. It had 10 interviewers who are entrepreneurs with high socioeconomic status, and they entered the field of direct distribution with entrepreneurial behavior. The analysis showed that interviewers with motivation on basic needs, who focus on continuous incoming profits through trading, found the special characteristics of direct distribution that can bring the security and hereditary business to their lives, and they could be satisfied through the mode of direct distribution that they are not able to get from traditional business. Interviewers had higher achievements in traditional business fields, but after deeply understanding the development of direct distribution, they had new annotation and introspection in self-fulfillment needs and psychological needs. Moreover, interviewers discovered that entrepreneurism of direct distribution is not focused on hierarchy of needs from basic to self-fulfillment step by step, but can achieve any levels of needs. They also expect to achieve their goals through self-fulfillment and can consider well in every aspect. This special value of direct distribution is acknowledged by interviews and it’s much better than traditional business that is hard to overtake.In conclusion, the study is investigated that interviews with high socioeconomic status still have to deeply understand the direct distribution so they can know well about the value and chances. Through the correct entrepreneurism of direct distribution, every level of needs can be highly satisfied and be balanced. Interviews focus on the mode of egoism and altruism, which is the key factor on sustainable management in direct distribution. Also, direct distribution can overcome the obstacles of entry threshold and speed to achieve goals. Finally, the development infrastructure of direct distribution has no differences from other fields, but main points are the product value and competitiveness.
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