Independent distributors' decision to join a direct selling network business

Abstract

The objectives of this research titled" The choice of independent sellers to participate in the business network of direct sale" were to 1) study personal factors of independent sellers, supporting factors and their decision to participate in the network 2) study the decision to participate in the network based upon different personal factors 3) study the relationship that might exist between the decision to participate in the network and the supporting factors( their attitude, expectation for higher revenue, their images and economic condition). Samples included 397 major independent sellers located in Bangkok Metropolis. Questionnaire was a tool used to collect the data. Statistics used in this study included frequency, percentage, mean,  standard deviation.

Outcome of the study revealed that 1) the  decision to participate in the network scored the highest, supporting factors(the attitude , expectation for higher revenue, image) scored high while economic condition scored the highest 2) independent sellers with different age, monthly income and birthplace did differ in their choice to participate in the network while those with different sex, marital status, education, principal occupation, monthly income did not differ in their choice to participate at 0.05 level of significance. 3) their choice to participate in the network was positively correlated to the image and economic condition but the relationship was low. On the other hand, their choice was somewhat correlated to the attitude and expectation for higher revenue at 0.01 level of significance.