多層次傳銷會員之參與動機、社會資本與價值創造探討-以P公司為例

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題名:	多層次傳銷會員之參與動機、社會資本與價值創造探討-以P公司為例 Discussion on Participation Motivation, Social Capital and Value Creation of Members in Multi-Level Marketing -Take P Company as an Example
作者:	鍾礽禎
貢獻者:	經營管理學系碩士在職專班
關鍵詞:	多層次傳銷、網路購物、參與動機、社會資本、價值創造 Multi-Level Marketing、Online Shopping、Participation Motivation、Social Capital、Value Creation
日期:	2023
上傳時間:	2023-05-02 01:43:19 (UTC+0)
出版者:	亞洲大學
摘要:	良好的績效，多仰賴參與P公司旗下多層次傳銷會員的經營。參與P公司多層次傳銷的會員背景不盡相同，且數量龐大，卻能齊心協力朝向共同目標邁進，其參與動機，和參與多層次傳銷對其帶來的影響，值得探討。本研究訪談五位P公司之傳銷商經營者，透過分析其訪談內容，探討P公司之傳銷商如何使用既有的社會資本，開創新的社會資本，同時以此創造價值之過程。研究結果顯示，個人參與P公司多層次傳銷之動機，可分為內在動機與外在動機兩個面向，例如:因獲得學習新知識的機會而加入，或受到人際關係影響而加入等。社會資本的部分可分為創造、維持及運用三個面向，例如:成員能藉由加入P公司培養人際關係，拓展新人脈，且組織間成員彼此信任、互利互惠，使組織間成員關係更穩健等。最後，參與P公司多層次傳銷的價值創造可由三個獲得，分別是:個人價值、事業價值，以及家庭價值，例如:受訪者表示加入P公司多層次傳銷有助於發掘他們個人的潛力，增進他們原本的事業業績和服務品質，家庭生活品質得以維持和提升等。希望本研究能為有興趣探討多層次傳銷領域的研究者，提供不同面向的研究結果，並藉由有效運用理論，協助企業提高其成員參與動機，教導成員如何運用、維繫和創造社會資本，並創造價值。 Good performance often depends on the members who participates in the operation of multi-level marketing (MLM) of Company P. Although the backgrounds behind the members participating in MLM of Company P are totally different, and the numbers of the members are huge, but they can still move forward and work together to reach the same goal. Their participation motivation and the impact of participation in MLM are worth exploring. This study has interviewed five distributors in Company P. Explores how distributors in Company P create value using existing social capital and create new social capital, by analyzing the content of their interviews. The result shows that the motivation for individuals to participate in MLM of Company P can be divided into two aspects, which are internal motivation and external motivation. Such as join for the opportunity to learn new knowledge or being affected by interpersonal relationships. The part of social capital can be divided into three aspects: creation, maintenance, and application. For example, members can cultivate interpersonal relationships and expand new contacts by joining Company P, and the members of the organization trust and mutually beneficially, to make the relationship between the members of the organization more stable. Finally, the value creation of participating in the MLM of Company P can be obtained by three, which are personal value, business value, and family value. For example, respondents said that joining Company P MLM helps to explore their personal potential, improves their business performance and service quality, then maintains and promotes their family living quality. Hope this research can provides research results in different aspects to researchers interested in exploring the field of MLM, and assists enterprises to improve the motivation of their members' participation through the effective application of theories, teach members how to use, maintain and create social capital and create value.
顯示於類別:	[經營管理學系 ] 博碩士論文

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