Identifying and measuring motivational factors in conducting network marketing business by Chinese immigrants

ANZAM, Monash University
Publication Type:
Conference Proceeding
23rd ANZAM Conference 2009 'Sustainability Management and Marketing', 2009, pp. 1 - 22
Issue Date:
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Drawing upon symbolic self-completion theory and immigrant entrepreneurship literature, we develop a four factor scale to measure the motivations of Chinese network marketers in conducting network marketing business. An exploratory factor analysis was conducted to determine the underlying factorial structure of the scale to measure network marketersâ motivation of conducting network marketing business. The data were collected from 227 Chinese immigrant network marketers in Australia. The results suggest that the scale contains four factors: extrinsic motivation, intrinsic motivation, the motivation of establishing oneâs own business with low cost (risk) and motivation of self-satisfaction. This finding suggests that successful network marketers are motivated intrinsically, which is contradictory to Kuntzeâs (2001) result which suggests that network marketers are motivated extrinsically
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