An evaluation of the motivational factors of network marketing independent distributors using Vroom's work motivation theory
During the 1970s and '80s, many research papers on motivation were published. Since then, there has been a decline in such empirical research. This is partly because most motivational theories provide models that are highly generalised and do not show a clear framework whereby research can be conducted. This has resulted in considerable uncertainty, confusion, and frustration surrounding the applied role and business value of the concept of motivation. This study evaluates various theories of motivation, which are taken from industrial/organisational psychology, personnel management, applied psychology, organisational behaviour and entrepreneurial literature. It reviews the empirical research and the measurement problems posed. Vroom's theory of motivation (1964), commonly known as the expectancy theory of motivation, is chosen as the basis for this research. An important aspect of his theory is that investigation should be undertaken in a voluntary environment. This research involves a group of respondents who are self-employed. It is based on a sample of entrepreneurs working as network marketing independent distributors (NMIDs) in the multi-level marketing (MLM) industry. It is important to know what motivates these distributors. Without them, network marketing organisations would not have existed, as these entrepreneurs are their lifelines.
330 Economics, 650 Management & auxiliary services
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