本研究探討直銷產業近年在台灣發展的狀況，哪些因素會影響消費者對直銷公司的產品的購買意願，再者，不論消費者原先對直銷公司的認知是正面或負面，當世界性創新產品出現在直銷公司產業時，是否會因創新產品的出現而增加或減少消費者對直銷公司產品的購買意願？在過去研究中，消費者對於透過直銷公司購買產品的購買意願的研究甚多，但對於消費者透過直銷公司購買創新產品的購買意願研究較少，本研究將創新產品作為調節效果來探討之。
本研究以台灣社會大眾之消費者為研究對象，以計劃行為理論為基礎探討消費者對直銷公司態度、消費者對直銷公司主觀規範、消費者對直銷公司知覺行為控制、人格特質以及創新產品對於消費者向直銷公司購買產品之意願之影響，總計發送264份問卷，共取得245份有效問卷。以SPSS分析得到以下結果，1)消費者對直銷公司的態度與購買意願有顯著影響，2)消費者對直銷公司的主觀規範與購買意願有顯著影響，3)消費者的知覺行為控制對直銷公司的購買意願僅部分顯著，4)人格特質對於消費者購買直銷公司產品的意願僅部分顯著影響。在調節部分5)創新產品在消費者對直銷公司產品的購買意願有正向調節效果部分成立，希望透過此研究能有助於後續直銷業者對創新產品推廣並協助國人更認識直銷產業。
關鍵字：計劃行為理論、內外控人格、創新產品、直銷產業

The purpose of this study is to investigate what factors would affect cunsumer’s intention of purchasing product from Taiwan direct selling company. Moreover, whether innovation prodcut would relate with consumer’s intention on purchasing product from direct selling company in Taiwan.

This study is based on TPB (theory of planing behavior) and included consumer’s personality, inner control and external control, which personalities would be discussed if it would related to consumer’s intention on purchasing product from Taiwan direct selling company. Furthermore, this study defined “innovation product” as a moderator to see whether “innovation product” would affect consumer’s intention on purchasing product from Taiwan direct selling company.

245 of 264 questionaires were valid in this research. Results were discovered that 1) consumer’s attitude on direct selling company significantly affected their purchasing intention.2) consumer’s subjective norm on direct selling company significantly affected their purchasing intention3) consumer’s perceived behavioral control ability on direct selling company significant affected their purchasing intention. 4) Personality partly affected consumer’s attention on purchasing from direct selling company 5) innovation product partly affected consumer’s attention on purchasing from direct selling company.

Keywords: Theory of Planned Behavior, direct selling, innovation product, inner control, external control

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