Direct distributor s’ consumption behavior is important to direct distributors and direct selling enterprises, and it is different from general consumer behavior. But the research on it was relatively little. With questionnaire investigation, descriptive statistics and correlation analysis, this paper researched direct distributor’s consumer behavior characteristics, and how do they influence on the direct distributors’ financial situation. Characteristics of direct distributors’ consumption behavior included: most of direct distributors were loyal consumers; a great majority of the direct distributors consumed products which themselves sold; a great majority of the direct distributors consumed more than 50 percent of products which company sold; repurchase rate is high; the majority of direct distributors liked products; most of direct distributors were satisfied with the products quality; direct distributors’ consumption was with multiple operational motivations. The consumption characteristics influence on the direct distributor’s finance. Monthly consumption expenditure was notable, positively correlation with age, years of work, consumption/performance rate, repurchase rate, and experience products. Monthly income was notable, positively correlation with consumption/company products rate, and repurchase rate. Monthly income was notable, negative correlation with consumption/performance rate. The conclusions can provide references for direct sellers, selling enterprises and researchers.
Yang, Xiaohong and Xu, Qiuxia, "Characteristics of Direct Distributors’ Consumption Behavior and How do they Influence on the Finance" (2014). WHICEB 2014 Proceedings. 62.