| Summary: | 碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 103 === In the 90s, multilevel marketing was proposed and developed in the US as well as in many developed countries. It was not until 2000, this model was introduced in Vietnam and has been more and more popular. However, due to lack of management skill and erroneous organizing methods, also many people and organization abusing this model to fraud and do illicit business, multilevel marketing has become worse and has some disreputable effects. Therefore, consumer purchase intention is significantly affected.
The purpose throughout this study is to find out factors impacting into purchase intention of multi-level marketing through word-of-mouth. Base on three aspects country side, industry side and company side, three equivalence factors, which are country image, multi-level marketing image and brand image, was given. A survey has been sent random in Vietnam through network. Appropriate research methods were used to evaluate consumer’s decision to purchase products in multi-level marketing system after collecting 298 questionnaires. The data, which mainly handled by Smart PLS 2.0, shows that word-of-mouth has significant impacted on purchase intention. Moreover, two factors, which have a reciprocal influence, are multi-level marketing image and brand image. Both of them have the significant influence on word-of-mouth. An unexpected result is that, the country image of products has no effect in this situation.
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