Network Marketing Businesses and Chinese Ethnicity Immigrants in Australia
基于社会认知理论和计划行为理论，研究澳大利亚华裔移民参与网络营销生意的影响因素，发现组织内的社会环境会提升自我效能感和机会寻求意愿，进而促进行动和绩效。
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.