「多層次傳銷」說服策略初探
The persuasive strategy of multi-level marketing

楊雅民

本文主要在探討「多層次傳銷」的「面對面說服策略」。藉由「深度訪談法」和「參與觀察法」來了解多層次傳銷的直銷商，如何運用傳播者的可信度﹑訊息的內容及多層次傳銷制度和產品來進行說服。

研究以「立意抽樣法」針對1995年台灣多層次傳銷公司中,知名度前兩名的「安麗公司」及「永久公司」的直銷商來進行調查。研究發現說服策略主要有以下幾種：親身經驗的分享﹑證據引用的策略﹑運用輔助的工具建立可信度﹑以及多層次傳銷制度和產品本身的可試驗性．．．等。

This paper examines the face-to-face interpersonal persuasive strategy of multi-level marketing. Through interviews and participant observation to explore how the salesman use the interpersonal techniques to persue customers to join their company or purchase their products.

In this research,we find the persuasive effect will be affected by the source credibility, the persuasive message characteristics and the products itself.Moreover,salesman always combine both emotional persuasive appeals and rational persuasive appeals (such as personal effect, the trialability of products, the source expertise and trustworthiness...etc) to persue their customers.

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