Network Marketing Businesses and Chinese Ethnicity Immigrants in Australia

Publication Type:
Journal Article
Journal of Small Business Management, 2017, 55 (3), pp. 444 - 459
Issue Date:
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© 2016 International Council for Small Business This study adopts two theoretical perspectives, Social Cognitive Theory and Theory of Planned Behavior, to examine a model of network marketing business participation by Chinese immigrants in Australia. A structural equations modeling analysis showed that the social environment within a network marketing organization positively influences the self-efficacy of Chinese network marketers and their desire to seek opportunities. These factors positively influence the actions undertaken by network marketers, and subsequently, impact positively on their performance outcome.
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