FACTORS AFFECTING THE DECISION TO APPLY FOR DIRECT SALES MEMBERSHIP OF ZHULIAN (THAILAND) CO., LTD.

Abstract

          This study aimed to investigate: (1) the decision-making behavior of individuals in joining as direct-selling members of Zhulian (Thailand) Co., Ltd.; (2) the level of member satisfaction toward factors influencing their decision to become members; and (3) the relationship between members’ behavioral factors and the determinants of their decision-making. A quantitative research design was employed. Data were collected through 400 online questionnaires distributed to direct-selling members. Statistical software was used to conduct descriptive and inferential analyses.

          The findings revealed that (1) members’ behavioral factors indicated a high level of acceptance toward stimuli, particularly marketing mix (4P) and other motivational factors. Ranked in descending order, the most influential factors were product, psychological and cultural aspects, legal and political aspects, distribution channels, price, sales promotion, and technology. Economic conditions, however, were rated at a moderate level. (2) Members expressed a high level of satisfaction with the company overall, especially in product quality, organizational image, expectations, perceived product value, and loyalty. Only the dimension concerning responsiveness to suggestions and improvements was rated moderate. (3) Regarding the relationship between behavioral factors and decision-making determinants, educational level and marital status were significantly related to the decision to join at the 90% confidence level, while gender, age, domicile, occupation, and monthly income showed no significant effect. Additionally, marketing strategies focusing on competitive pricing, leadership development, and sales recognition demonstrated positive associations with members’ decisions to join. Price strategy was significant at the 90% confidence level, while leadership development and recognition of salespersons were significant at the 99% confidence level. These results highlight the importance of marketing mix, member satisfaction, and motivational strategies in influencing direct-selling membership decisions, offering valuable insights for enhancing organizational growth and member engagement.