Multi-Layer Distributor’s Entrepreneurial Motivation Analysis – A Study of Entrepreneurs with High Socioeconomic Status before Starting a Business

• Main Authors: Min-Lang Lee, 李敏郎
• Other Authors: Pey-lan Du
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/fa7q9n

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 99 === The history of direct sale in Taiwan is more than forty years, and direct distribution has the characteristics of low entry threshold and ease to get commodities for earning profits. This kind of entrepreneurial economy has become an important and new economic task. Entrepreneurial characteristics of direct distribution can bring the wide-range opportunity, which is different from the traditional ones with high threshold. The study is researched from the points of view on the Need-Motivation Theory and the Theory of Planned Behavior. Entrepreneurs with high socioeconomic status regard direct distribution as a method of starting a new business and they penetrate the unique value of direct distribution comparing to traditional business fields. Also they have the concept on direct distribution to be a sustainable management. The study is investigated by the methods of qualitative dimension and purposive sampling. It had 10 interviewers who are entrepreneurs with high socioeconomic status, and they entered the field of direct distribution with entrepreneurial behavior. The analysis showed that interviewers with motivation on basic needs, who focus on continuous incoming profits through trading, found the special characteristics of direct distribution that can bring the security and hereditary business to their lives, and they could be satisfied through the mode of direct distribution that they are not able to get from traditional business. Interviewers had higher achievements in traditional business fields, but after deeply understanding the development of direct distribution, they had new annotation and introspection in self-fulfillment needs and psychological needs. Moreover, interviewers discovered that entrepreneurism of direct distribution is not focused on hierarchy of needs from basic to self-fulfillment step by step, but can achieve any levels of needs. They also expect to achieve their goals through self-fulfillment and can consider well in every aspect. This special value of direct distribution is acknowledged by interviews and it’s much better than traditional business that is hard to overtake. In conclusion, the study is investigated that interviews with high socioeconomic status still have to deeply understand the direct distribution so they can know well about the value and chances. Through the correct entrepreneurism of direct distribution, every level of needs can be highly satisfied and be balanced. Interviews focus on the mode of egoism and altruism, which is the key factor on sustainable management in direct distribution. Also, direct distribution can overcome the obstacles of entry threshold and speed to achieve goals. Finally, the development infrastructure of direct distribution has no differences from other fields, but main points are the product value and competitiveness.