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系統識別號 U0026-2901201309382700
論文名稱(中文) 多層次傳銷組織信任、領導風格、組織態度、組織承諾之研究-以臺灣地區傳銷人員為例
論文名稱(英文) The Study of Multi-Level Marketing organizational trust, leadership style, attitude and commitment- Using Multi-Level Marketing agents in Taiwan as example.
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 101
學期 1
出版年 102
研究生(中文) 湯仲傑
研究生(英文) Chung-Chiech Tang
學號 rd6001023
學位類別 碩士
語文別 中文
論文頁數 77頁
口試委員 共同指導教授-蔡惠婷
指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 多層次傳銷  組織信任  領導風格  組織態度  組織承諾 
英文關鍵字 Multi-Level Marketing  Organization Trust  Leadership type  Organization Attitude  Organization Commitment 
學科別分類
中文摘要 根據臺灣地區公平交易委員會調查,臺灣地區於民國100年為止參與多層次傳銷的人員佔全臺灣2300萬人口的10.14%,而民國100年的該行業產值已達645億元,顯示到目前為止,該行業仍持續蓬勃發展。
針對多層次傳銷的組織型態,本研究探討組織信任、領導風格、組織態度與組織承諾等關聯性研究。並運用便利抽樣(convenience sampling)方法,以臺灣地區從事多層次傳銷業之從業人員作為抽樣對象。共計發放350份問卷,回收300份,回收率為85.7%。扣除無效問卷21份,有效回收率為79.7%。

本研究並以線性結構模式進行實證分析,並驗證本研究所提出之各項假設,歸納結論如下:
1.組織信任對組織態度無顯著影響。
2.領導風格對組織信任有顯著正向影響。
3.領導風格對組織態度有顯著正向影響。
4.組織態度對組織承諾有顯著正向影響。

最後,本研究針對量化實證分析的結果,提出了一些對多層次傳銷從業人員進行組織策略時可探討的結論與建議,並延伸對於未來類似領域之研究,具有相當程度的參考價值。
英文摘要 According to the Fair Trade Commission survey, the personnel participate in the Multi-Level Marketing accounted for 10.14 percent of Taiwan’s population of 23 million until 2011. This industry output value has reached 64.5 billion , the data show that this industry continues vigorous development.
For MLM type of organization, this study investigated relevance between the organization trust, Leadership type, Attitude and Commitment. Using of convenience sampling and object of study is engaging in MLM industry employees. 350 questionnaires provided and 279 effective ones are obtained. Effective recovery rate was 79.7%

This study data analyzed using structural equation modeling, according to statistical analysis, several conclusions are summarized:
1.Organization Trust on Organization Attitude is not significant between.
2.Leadership type has a positive on Organization Attitude of significant impact.
3.Leadership type has a positive on Organization Commitment of significant impact.
4.Finally, Organization Attitude has a positive on Organization Commitment of significant impact.

The analysis for the quantitative result show a number of strategies to work in MLM employees are discussed with conclusions and recommendations. The conclusion of this study has a considerable degree of reference that is helpful for similar research fields in the future.
論文目次 目錄
摘 要..................................................................................................... .............. I
Abstract................................................................................................................II
誌 謝...................................................................................................................III
目 錄...................................................................................................................IV
表 目 錄 ...........................................................................................................VI
圖 目 錄 ...........................................................................................................VII
第一章 緒論 ........................................................................................................1
第一節 研究背景與動機 ......................................................................................1
第二節 研究目的 ..................................................................................................2
第三節 研究對象及範圍 ......................................................................................3
第四節 研究架構與流程 ......................................................................................4
第二章 文獻探討 .................................................................................................6
第一節 多層次傳銷探討與產業概況 ..................................................................6
第二節 組織信任 ……...........................................................................................11
第三節 領導風格 ……...........................................................................................16
第四節 組織態度 ………….....................................................................................22
第五節 組織承諾 ….............................................................................................26
第六節 各構面關聯性探討 ................................................................................29
第三章 研究方法 ...............................................................................................31
第一節 研究架構 ................................................................................................31
第二節 研究假設 ……..........................................................................................32
第三節 各構面之操作型定義衡量 ....................................................................32
第四節 抽樣對象與抽樣方法 ………………….........................................................38
第五節 資料分析與方法 ....................................................................................39
第四章 研究結果與分析 ...................................................................................42
第一節 敘述性統計 ...........................................................................................42
第二節 因素分析 …….........................................................................................43
第三節 信度分析 …….........................................................................................50
第四節 效度分析………………….............................................................................54
第五節 結構方程模式 ………………......................................................................60
第五章 結論與建議 .........................................................................................63
第一節 研究結論與探討 ..................................................................................63
第二節 理論與實務貢獻 ……………....................................................................65
第三節 研究限制……..........................................................................................66
第四節 未來研究建議.......................................................................................67
參考文獻 .........................................................................................................68
附錄: 研究問卷 ……........................................................,...............................75
參考文獻 參考文獻
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