| dc.description.abstract | The research is conducted in order to identify and measure the influence of
factors on Vietnamese’s intention to become MLM distributors. From this, the research
would recommend some managerial implications and suggestions for future research.
The study is based on the Theory of Planned Behavior (Ajzen, 1991) and is
conducted by two main methods: qualitative research method and quantitative research
method.
Qualitative methods are applied to synthesize documents to develop a proposed
research model and appropriate research scales. Through background theories and previous
researches on the same topic, the research model is formed with 5 factors that positively
affect people’s intention to join MLM, including: Attitude towards MLM, Subjective norm,
Perceived behavioral control, Source of income, and Product quality.
On the other hand, quantitative research method is applied to test the survey
result, research hypotheses, and the suitability of the model. Pivotal research is conducted
with 289 respondents who have engaged in MLM companies. The collected data is
processed by assessing the reliability of the scales, Exploratory Factor Analysis (EFA),
Multiple Linear Regression (MLR), t-test, and Analysis of variance (ANOVA). The results
state that all 5 factors have positive impacts on Vietnamese intention to become MLM
dealers. The influence level from high to low are Attitude towards MLM, Product quality,
Source of income, Perceived behavioral control, and Subjective norm.
In conclusion, there are many factors affecting individuals’ intention to
participate in MLM companies, including 5 factors in this research. From the results from
the research, managerial implications would be made to enhance the intention. So, this
contributes to the development of the MLM industry. | en_US |
