隨著網際網路的發展，促使實體通路增設虛擬通路以增加產品銷售的機會。但根據過去研究發現，多重通路易造成供應商與通路商之關係失調，其中尤以直銷人員感受到的衝擊最大，故供應商與經銷商雙方如何因應增設虛擬通路對於彼此所可能造成的衝擊，成為相當重要的議題。
目前有一些直銷公司已設置網站供直銷人員或消費者上網查詢資訊，但僅少數公司開放網路銷售的服務。本研究即針對國內尚未開放網路銷售的直銷人員，以問卷方式探討他們面臨公司設置虛擬通路直接銷售時的可能反應行為。主要結論如下：
（一）信任對於「建設性探討」及「被動的接受」有正向且顯著的影響，對於「消極的脫離」、「威脅終止關係」及「批評」有負向且顯著的影響。
（二）專屬性投資對於「建設性探討」及「被動的接受」有正向且顯著的影響，對於「威脅終止關係」有負向且顯著的影響，對於「消極的脫離」及「批評」的影響則不顯著。
（三）對設置虛擬通路的認知對於「被動的接受」有正向且顯著的影響，對於「消極的脫離」、「威脅終止關係」及「批評」有負向且顯著的影響，對於「建設性探討」的影響則不顯著。
（四）依存度對於「被動的接受」有正向且顯著的影響，對於「消極的脫離」、「威脅終止關係」及「批評」有負向且顯著的影響，對於「建設性探討」的影響則不顯著。
（五）透過集群分析，可以將直銷人員分為被動接受型直銷人員、探討接受型直銷人員、積極主動型直銷人員，各有其明顯的關係特質及直銷事業職涯特質。而直銷公司的直銷人員可能同時擁有不同類型的直銷人員，使得公司如何做決策應更為慎重。

The development of internet has encouraged physical channel operators to establish additional virtual channels. According to past research findings, although multi-channel may bring more sales, it may also cause the disorder of relationships between suppliers and dealers, especially for the direct-selling industry. So it has become an important issue for both parties to manage the influence caused by adding virtual channels.
Currently some direct-selling companies have already established websites for their dealers and customers to search related information. However, only quite a few companies offer direct selling service. This study use questionnaires to survey dealers about their possible reactions toward their companies’ direct sales through website in the future. The main findings of this study are as follows:
1. As a dealer's trust with its company increases, the dealer is more likely to respond with constructive discussion and passive acceptance, and less likely to respond with threatened withdrawal, neglect, and venting.
2. As a dealer's investments of direct-selling business increases, the dealer is more likely to respond with constructive discussion and passive acceptance, and less likely to respond with threatened withdrawal and neglect. There’s no significant influence to venting.
3. As a dealer's recognition about virtual channels increases, the dealer is more likely to respond with passive acceptance and less likely to respond with threatened withdrawal, venting and neglect. There’s no significant influence to the reaction of constructive discussion.
4. As a dealer's relative dependence increases, the dealer is more likely to respond with passive acceptance, and less likely to respond with neglect, threatened withdrawal , or venting. There’s no significant influence to the reaction of constructive discussion.
5. By using cluster analysis, dealers could be categorized as three types: passive acceptance, exploratory acceptance and active acceptance. Each type of dealers will have their specific characteristics, and each company may have more than one type of dealers. So decision makers should pay more attention to this complex situation.

【中文部分】
1.八十九年多層次傳銷事業經營概況調查摘要分析，公平交易委員會產業調查報告

2.王德業（民 80），「特許加盟體系管理與控制之研究」，國立政治大學企業管理研究所碩士論文

3.中華民國直銷協會網站：http://www.dsa.com.tw/

4.永久網站：http://www.flpchineseversion.com/

5.朱昌田（民91），「直銷產業應用電子商務現況與效益之探討」，國立交通大學高階主管管理學程碩士班碩士論文

6.安麗台灣全球資訊網：http://www.amway.com.tw/

7.如新網站：http://nuskin.com.tw/index1.htm

8.李銘哲（民 69），「行銷權力之衝突分析」，國立政治大學企業管理研究所碩士論文

9.陳永濱（民 77），「通路成員滿意水準與通路績效之研究--食品批發商之個案研究」，淡江大學管理科學研究所碩士論文

10.陳雪美譯， Ravi Kalakota 及Andrew B. Whinston 原著，電子商務管理概論，跨世紀電子商務出版，民國88 年6 月。

11.陳建志（民82），「權力來源、通路控制力與通路衝突之關係─便利商店特許加盟與自願加盟之比較」，大葉大學事業經營研究所碩士論文

12.黃智隆（民89），「直銷業採取多重通路之研究」，國立中山大學企業管理研究碩士論文

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