高績效直銷商之行為表徵及其決定因素之研究

Abstract

直銷是一種正當的銷售管道與方式。它的存在也有其價值與優點。 透過本研究，觀察個人之動機，與其自身的人格特質，如何影響一個人從事直銷活動。且在從事直銷活動時，所接收訊息之傾向為何。讓直銷商在找下線時，降低對方所考慮的風險，與找到對的人，從事直銷活動。讓組織發展穩固、迅速，而不是想要鎖定每一個人。浪費有限的時間與教育訓練資源。使自己飽受挫折，讓自己的熱情被對方誤認為騷擾。對上線產生逃避，甚至嫌惡。

本研究結果顯示，就加入動機而言，初階直銷商與中高階直銷沒有不同。就日後承諾長期經營動機而言，初階直銷商與中高階直銷將有所不同。 樂觀的直銷商，較偏向「獲得」等正面訊息，比較不在意風險。悲觀的直銷商，會比較在意「失去」。中高階直銷商之人生觀為樂觀傾向，初階直銷商之人生觀為樂觀傾向。中高階直銷商之訊息觀點較為正面，著重在「得」的方面，初階直銷商之訊息觀點較為負面，著重在「失」。

此外，不確定忍受度較高之直銷商，出現的負面經營行為愈少。中高階直銷商，即對於不確定情境的忍受程度較高者，較不會做出令人嫌誤之經營行為。中高階直銷商之不確定忍受度較高，初階直銷商之不確定忍受度較低。中高階直銷商之負面經營行為較少，初階直銷商之負面經營行為較多。

The direct sale is one of most popular trading tools in the existing business world because of its value created and merits possessed. Through this research, observation on individual’ motive and his/her own personal characteristic could conclude how a person engages and behaves in a direct sale activity, and what a person’s tendency is on the behavior of receiving and processing information. In addition, above discussion directly links to the reduction of the risk on the selection of the sales representatives is also included in this research. An organization that is dealing with the direct sale in order to develop a rapid, stable and constant growth must possess an ability to find the right person in the right place at the right moment rather than wasting the limited resources and time on the non-potential salespersons. The findings of this research showed that motivation of joining the direct sale does not differ between the beginning and medium-high level of direct salesperson but does differ in term of long term business operation. Furthermore, optimistic direct salesmen are comparatively tended to “obtain” more positive information disregarding the risk. However, pessimistic direct salesmen care more about “loses”. Beginning and medium-high level of direct salespersons tend to be more optimistic but beginning level possesses negative viewpoint focusing on the “loses” and medium-high level is emphatically more positive information-obtained. In addition, high uncertainty tolerance’s direct salesmen appear less negative management behavior. Medium-high level of direct salesmen is considered high uncertainty tolerance salespersons who may make less unreasonable managerial decision and possess less administrative mistake. Beginning level of direct salesmen, therefore, is less uncertainty tolerance group of persons with comparatively committing more administrative mistakes on the decision making.