| 摘要: | 網路盛行的時代下，透過社群媒體累積自身的粉絲圈，形成自媒體行銷，影響一些傳統直銷產業轉型，擴大下線團隊，使經營人數及營業額都有明顯成長，此商機是當前及未來趨勢。因此本研究以新興直銷品牌－「快電商」作為研究題材，並探討知覺利益與網路互動性對消費者加盟意願之影響，同時亦加入代言人類型變數探討知覺利益與加盟意願之間是否存在干擾效果，以洞悉現今直銷產業中如何吸引消費者加盟並成為下線團隊。
本研究透過網路發放問卷蒐集樣本，共回收300份有效問卷，並透過SPSS及AMOS統計軟體進行數據分析，利用結構方程模型檢定本研究所提出之假說關係。結果證實知覺利益與其四個構面(功能利益、形象利益、關係利益與情感利益)皆對加盟意願有顯著與正向影響，而代言人類型－名人、社交媒體影響者皆在知覺利益與加盟意願之間具有干擾效果。此外，網路互動性及其四個構面(溝通性、控制性、回應性、人際互動性)亦對加盟意願有顯著與正向影響。最後，根據研究結果提供予相關直銷業者作為經營管理之參考依據。
In the era of prevalent internet usage, building a fan base through social media to engage in self-media marketing has influenced the transformation of some traditional direct selling industries. This has led to the expansion of downline teams, resulting in significant growth in the number of distributors and sales revenue. This business op-portunity is both a current and future trend. Therefore, this research focuses on the emerging direct selling brand, "Quick E-commerce," to investigate the impact of per-ceived benefits and internet interaction on consumers' franchise intention. Additional-ly, the study explores whether the type of advertisement endorsers variable has a moderating effect on the relationship between perceived benefits and franchise inten-tion, aiming to gain insights into how to attract consumers to join as distributors and become part of the downline team in today's direct selling industry.
The research collected 300 valid questionnaires through online distribution and conducted data analysis using SPSS and AMOS statistical software. Structural equa-tion modeling was employed to test the proposed hypotheses in this study. The results confirmed that perceived benefits and its four dimensions (functional, image, rela-tional, and emotional benefits) all have a significant and positive impact on franchise intention. Moreover, the type of advertisement endorsers, whether celebrities or so-cial media influencers, has a moderating effect on the relationship between perceived benefits and franchise intention. Additionally, internet interaction and its four dimen-sions (communicativeness, controllability, responsiveness, and interactivity) also have a significant and positive impact on franchise intention. Finally, based on the re-search findings, relevant direct selling industry players are provided with managerial references for their operations and management strategies. |
