สารเพื่อการโน้มน้าวใจ และผลกระทบต่อการตัดสินใจเข้าร่วมธุรกิจขายตรง

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ศิริเพ็ญ เกษตรศิริกุล
พนม คลี่ฉายา

Abstract

This research aims at studying persuasive message and its effects on decision to participate in direct sales business. This research uses 2 methodologies.  First one is Textual Analysis to analyze text in company profile and recruitment document from 4 direct sales companies. The second is Experimental Research, design for one-group pretest posttest. 60 Samples are divided into 2 groups: g.1 (30 samples) age 18-34 years, and g.2 (30 samples) age 35-50 years.   Both groups study the experimental documents and fill the questionnaire. The result shows  that there are 12 persuasive messages in direct sales business such  as  1)  Successful  of  freedom  career 2)  Network,  the  base  of success 3)  Relationship  with  family  and colleague 4)  Reliability  and Trust among colleague 5) Generousness and Help 6) You  are creator 7) Freedom of life 8) Life changing within short period 9) Gratefulness to  favor  of  parent 10)  Pride of  dignity  11)  Success  in  upgrading to upper  class  and  12)  Changing. These 12 persuasive messages have no significant effect on decision to participate in direct sales business. In   addition, both experimental groups tend   to   prefer persuasive messages at moderate level.  However, their trust is relatively low.

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