디스트리뷰터의 특성에 따른 네트워크 마케팅전략과 성과와의 관계에 관한 실증연구

Abstract

In reality, the results of studies in the network marketing industry have still been not satisfactory due to lacking in many-sided studies though it has rapidly grown up outwardly since network marketing in the name of ‘multi-level marketing’ was first introduced in Korea in 1991.

In view of the features of network marketing industry, appropriateness of marketing incentive for network marketing enterprise to distributor's personality is an important variable to have effect upon the distributor's performance. Our domestic conventional research for network marketing industry has focused its industrial features and factor of distributor's making success, etc. but not the least systematical positive inquiry into organizational effectiveness such as network marketing stimulus, distributor's personality, and their interaction effects analysis & distributor's job satisfaction, network commitment, etc.

This is a positive inquiry into verifying what effect network marketing stimulus and distributor's personality have upon distributor's performance. Consequently, this is aiming at: first, verifying various effecting factors upon distributor's performance in network marketing industry

second, exploring for its interaction effect in consideration of distributor's personality in reacting of network marketing stimulus and distributor's personality.

To accomplish such a purpose of this study, this executed a pre-investigation on network industry features and marketing strategy, and individual's property, establishing a model of conceptual study based upon marketing stimulus-reaction model and then, for the purpose of verifying its reasonableness, assuming a research hypothesis on network marketing enterprise's marketing stimulus & performance depending upon distributor's individual features.

This study carried out literature survey for formulating a theoretical system of network marketing & establishing its research model & hypothesis and did paralleled with positive investigation via questionnaire against the senior distributors engaging in network marketing industry to verify the said hypothesis.

For the said research model, marketing mix of network marketing enterprise such as product strategy, price strategy, distribution strategy, promotion strategy was fixed as independent variable in consideration of the features of network marketing industry and achievement needs, self-efficiency, charisma etc., the distributor's personality factor in network marketing industry, as moderating variable, respectively. In addition, the network marketing industry engaging distributor's individual performance, that is, distributor's job satisfaction & network commitment and distributor's sales increase, through interaction effects of marketing strategy of network marketing enterprise and distributor's personality, were fixed as dependent variable.

This study carried out frequency analysis for analysing the specimen property in collected date analysis and applied Cronbach's α for verifying reliability of measured variable and factor analysis for verifying validity. And multiple regression analysis and two-way ANOVA were applied to verify the research hypothesis.

The results of this study are to be summarized as follows.

First, verifying Hypothesis 1 - the strong is the network marketing stimulus the higher distributor's performance, it was confirmed product mix, price mix and promotion mix which means network marketing stimulus have affirmative effect upon distributor's performance.

Therefore, network marketing enterprise will have to make their best efforts for providing goods of excellent design & quality, continuous development of new products and sufficient information of goods & A/S, offer lower price for quality and various price-off opportunities and to give various events & business presentations, PR. & training for distributors unsparingly, for the ultimate purpose of increasing distributor's performance.

Second, verifying Hypothesis 2 - the strong is distributor's personality the higher distributor's performance, it was confirmed achievement needs, self-efficacy, charismatic inclination, which represent distributor's personality, have affirmative effect upon distributor's performance. Therefore, it was found that distributor's personality such as distributor's affirmative thought and confidence, challenging thought, pride of his/her job, etc. have affirmative effect upon distributor's performance.

Third, as the result of verifying Hypothesis 3 - the effect that network marketing stimulus have upon distributor's performance would be different depending upon distributor's personality, it was found that. the effect that network marketing stimulus have upon distributor's performance resulting from distributor's personality would be different depending upon interaction effects of moderating variable.

Therefore, it is suggestive that the effect upon distributor's performance could be increased depending upon distributor's personality though marketing stimulus of network marketing enterprise is weak and, therefore, it is construed, systematic controlling effort over the verified interaction variables will result in great rising effect in the affirmative effects of network marketing stimulus influencing upon distributor's performance.

From the above results, it is suggested that systematic training for distributors as well as valuing much of positive marketing activities of network marketing enterprises on one hand should enlarge their personality such as achievement needs, self-efficacy, charismatic disposition, etc., thereby leading to a good improvement in their performance.