关键词: 直销, 消费者决策, 感知可靠, 购物意愿, 结构方程模型

Abstract:

Combining with the theory of consumer purchase decision, the researcher summarizes the process of consumer decision making through literature review and an interview from industry participants Based on the characteristics summarized from direct selling, the researcher continues to collect materials and build a model that includes the factors influencing consumer’s willingness to accept direct selling Moreover, questionnaires are designed to collect detailed information after the model is built, and then SPSS and AMOS structure equation modeling (SEM) are used to verify the model and hypothesis Several conclusions are drawn based on results from model verification: compared with perceived usefulness, consumer’ perceived reliability has more significant influence on their purchase intention during the process of direct selling; and product reputation, emotional experience and perceived usefulness are the three main factors that impact consumer’s perceived reliability

Key words: direct selling, consumer decision-making, perceived reliability, purchase intention, structure equation modeling