다단계판매원의 조절초점에 관한 연구: 스폰서의 변혁적 리더십, 그룹 인화력, 모집 매출과의 관계 = A Study on the Regulatory Focus of Multilevel distributor: Relationship with Soponsor's Transformational Leadership, Group Cohesion, and Recruit Sales

다국어 초록 (Multilingual Abstract)

Previous studies dealing with Multilevel marketing(MLM) have investigated the structure and processes of it partly. However, relatively little is known about the behaviors and performances of its members. They showed only a superficial understanding of them.
This study deals with MLM members' regulatory focus which has received a lot of attention in the last two decades. This study is an attempt to address this gap in the literature by examining the relationship among sponsor's transformational leadership, member's regulatory focus and member's performances, which have been shown to be related in other marketing context.
To test the research model, data were collected from 186 members of a dominant multilevel marketing(MLM) company in Korea. Structural Equation Model analysis was used to test the models in which sponsor's transformational leadership was hypothesized to have an effect on regulatory focus and member's regulatory focus on member's performances.
The results gave general supports for the hypotheses, although there were some unsupported hypotheses. sponsor's transformational leadership had positive effects on both of regulatory foci. And promotion focus had positive effects on recruit sales and group cohesion. On the other hand, prevention focus had split effects on two performance variables.

국문 초록 (Abstract)

다단계 판매에 관한 기존 연구들은 다단계판매와 판매원의 구조적 측면, 과정적 측면을 일부 접근하고 있기는 하지만 여전히 피상적이고, 조직 관리 및 성과에 관한 충분한 이해가 어려운 수준이다. 본 연구는 최근 마케팅 분야뿐 아니라 인사, 조직, 심리학, 사회학 등 매우 다양한 분야에서 동기부여 관련 이론 중 가장 활발하게 연구되고 있는 조절초점이론을 이용하여 다단계판매 판매원의 동기부여에 관해 탐험하고자 한다. 특히, 다단계판매원이 가지고 있는 조절초점이 어떠한 요인에 의해 형성, 강화, 약화되고, 판매원의 금전적, 행동적 성과에 어떠한 영향을 미치는지 규명하고자 한다.
이를 위해 본 연구는 A사의 판매원을 대상으로 설문조사를 실시하였고, 구조방정식 모형분석에 의해 자료를 분석해 본 결과, 다단계판매 스폰서의 변혁적 리더십이 다단계판매원의 향상초점과 예방초점을 모두 강화하였고, 다단계판매원의 향상초점은 모집매출과 그룹인화력을 모두 강화시켰지만, 예방초점은 모집매출에는 영향을 미치지 않았고, 그룹인화력만 강화시키는 것으로 나타났다.

참고문헌 (Reference)

1 유창조, "할인크기와 조절초점에 따른 팽창가격할인 효과에 관한 비교분석" 한국소비자학회 22 (22): 253-275, 2011

2 이승환, "목표 성취에 대한 상상에서 조절 초점의 효과" 한국심리학회 31 (31): 387-398, 2012

3 김창호, "다단계판매의 유통현황과 발전방안" 6 (6): 57-78, 2003

4 김창호, "다단계판매에서 구전(WOM) 연구의 새로운 접근 : EthnographicInterview" 8 (8): 221-241, 2005

5 김민정, "다단계판매에 대한 소비자지식, 소비자피해, 소비자만족도" 36 (36): 1998

6 오준철, "다단계 판매에 대한 성경적 진단과 처방" 38 (38): 95-113, 2002

7 파이낸셜뉴스, "다단계 이미지 부정적...새로운 용어 만들자,” 2012년 10월 30일자, 23면"

8 정영만, "네트워크마케팅의 보상체계에관한 연구" 7 : 81-102, 2003

9 조운행, "네트워크 마케팅기업의 역할과 전략에 관한 연구" 한국전문경영인학회 9 (9): 45-91, 2006

10 김태황, "네트워크 마케팅 방식에 대한기독교적 이해-암웨이(Amway)사업방식의 사례 적용" 9 (9): 7-40, 2004

11 서봉철, "국내 다단계판매의 운영실태와 소비자 만족도에 관한 탐색적 연구" 2 (2): 7-25, 1997

12 "공정거래위원회 홈페이지"

13 Pratt, Michael G, "Transforming work-family conflict into commitment in network marketing organizations" 4 (4): 385-418, 2003

14 Hamstra, Melvyn R, "Transformational-Transactional Leadership Styles and Followers' Regulatory Focus" 10 (10): 182-186, 2011

15 Judge, Timothy A, "Transformational and Transactional Leadership : A Meta-analytic Test of Their Relative Validity" 89 : 755-768, 2004

16 Purvanova, Radostina K, "Transformational Leadership, Job Characteristics, and Organizational Citizenship Performance" 19 : 1-22, 2006

17 Shin, Shung Jae, "Transformational Leadership, Conservation, and Creativity : Evidence from Korea" 46 : 703-714, 2003

18 Whitford, Tarli, "Transformational Leadership in Distributed Work Groups: The Moderating Role of Follower Regulatory Focus and Goal Orientation" 36 (36): 810-837, 2009

19 Charbonneau, Danielle, "Transformational Leadership and Sports Performance: The Mediating Role of Intrinsic Motivation" 31 (31): 521-521, 2001

20 Piccolo, Ronald F, "Transformational Leadership and Job Behaviors : The Mediating Role of Core Job Characteristics" 49 : 327-340, 2006

21 Butler, John K, "Transformational Leadership Behaviors, Upward Trust, and Satisfaction in Self-managed Work Teams" 17 : 13-28, 1999

22 Podsakoff, Philip M, "Transformational Leader Behaviors and Their Effects on Followers’trust in Leader, Satisfaction, and Organizational Citizenship Behaviors" 1 : 107-142, 1990

23 Podsakoff, Philip M, "Transformational Leader Behaviors and Substitutes for Leadership as Determinants of Employee Satisfaction, Commitment, Trust, and Organizational Citizenship Behaviors" 22 : 259-298, 1996

24 Jung, Dong I, "The Role of Transformational Leadership in Enhancing Organizational Innovation : Hypotheses and Some Preliminary Findings" 14 : 525-544, 2003

25 Stam, Daan Alexander, "The Role of Regulatory Fit in Visionary Leadership" 31 : 499-518, 2010

26 Schul, Patrick L, "The Impact of Channel Leadership Behavior on Intrachannel Conflict" 47 (47): 21-34, 1983

27 Morgan, Robert M, "The Commitment-Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994

28 Anderson, James C, "Structural Equation Model in Practice: A Review and Recommended Two-step Approach" 103 (103): 411-423, 1988

29 Forster, Jens, "Speed/Accuracy Decisions in Task Performance : built in Trade-off or Separate Strategic Concerns" 90 : 148-164, 2003

30 Bhattacharya, Patralekha, "Socialization in Network Marketing Organizations: Is It Cult Behavior?" 29 (29): 361-374, 2000

31 Sparks, John R, "Socialization Communication, Organizational Citizenship Behaviors, and Sales in a Multilevel Marketing Organization" 26 (26): 161-180, 2006

32 Bono, Joyce E, "Self-concordance at Work : Toward Understanding the Motivational Effects of Transformational Leaders" 46 : 554-571, 2003

33 Johnson, Paul D, "Regulatory Focus as a Mediator in Goal Orientation and Performance Relationships" 32 : 751-766, 2011

34 Brockner, Joel, "Regulatory Focus Theory : Implications for the Study of Emotions at Work" 86 : 35-66, 2001

35 Nunnally, Jum C, "Psychometric Theory" McGraw Hill 1994

36 Liberman, Matthew D, "Promotion and Prevention Choices between Stability and Change" 77 : 1,135-1,145, 1999

37 Jap, Sandy, "Pie-Expansion Efforts: Collaboration Processes in Buyer-Seller Relationships" 36 (36): 461-475, 1999

38 Bagozzi, Richard P, "On the Evaluation of Structural Equation Models" 16 (16): 74-94, 1988

39 Coughlan, Anne T, "Network marketing organizations: Compensation plans, retail network growth, and profitability,” Intern" 15 (15): 401-426, 1998

40 Croft, Robin, "Network Marketing: The Ultimate in International Distribution?" 12 : 201-214, 1996

41 Albaum and Peterson, "Multilevel(network)marketing : An objective view" 4 (4): 347-361, 2011

42 Constantin, Cristinel, "Multi-Level Marketing-A Tool Of Relationship Marketing" 2 (2): 31-37, 2009

43 Msweli-Mbanga, "Modelling distributor performance in network marketing organisations" 32 (32): 33-40, 2001

44 Ouyang, Ming, "Mechanism of Network Marketing Organizations Expansion as Pyramid Structures" 3 (3): 138-147, 2004

45 Coughlan, Anne T, "Marketing Channels" Prentice Hall 2006

46 Sparks, John R, "Managing Multilevel Marketing Organizations: An Exploration of How Transformational Leadership Leads to Performance" 22 : 849-869, 2001

47 Higgins, E. Tory, "Making a Good Decision: Value from Fit" 55 : 1,217-1,230, 2000

48 Yukl, Gary A, "Leadership in Organizations" Prentice Hall 1998

49 Bass, Bernard M, "Leadership and Performance beyond Expectations" Free Press 1985

50 Sarros, James C, "Leadership and Its Impact on Organizational Culture" 10 : 1-26, 2002

51 Wang, Hui, "Leader-member Exchange as a Mediator of the Relationship between Transformational Leadership and Followers' Performance and Organizational Citizenship Behavior" 48 : 420-432, 2005

52 Rafferty, Alannah E, "Iain L. Densten" 15 : 329-354, 2004

53 Baumann, Nicola, "How to Resist Temptation : The Effects of External Control versus Autonomy Support on Self-regulatory Dynamics" 73 : 443-470, 2005

54 Forster, Jens, "How Global versus Local Perception Fits Regulatory Focus" 16 : 631-636, 2005

55 Bycio, Peter, "Further Assessments of Bass's(1985)Conceptualization of Transactional and Transformational Leadership" 80 : 468-478, 1995

56 Bass, Bernard M, "Full Range Leadership Development: Manual for the Multi-factor Leadership Questionnaire" Mindgarden 1997

57 Pillai, Rajnandini, "Fairness Perceptions and Trust as Mediators for Transformational and Transactional Leadership : A Two-sample Study" 25 : 897-933, 1999

58 Hibbard, Jonathan D, "Examining the Impact of Destructive Acts in Marketing Channel Relationships" 38 (38): 45-61, 2001

59 Koehn, Daryl, "Ethical Issues Connected with Multi-Level Marketing Schemes" 29 : 153-160, 2001

60 Higgins, E. Tory, "Emotional Responses to Goal Attainment : Strength of Regulatory Focus as Moderator" 72 : 515-525, 1997

61 Wallace, J. Craig, "Development and Validation of a Work-specific Measure of Regulatory Focus" Organizational Psychology 2005

62 Hewett, Kelly, "Dependence, Trust, and Relational Behavior on the Part of Foreign Subsidiary Marketing Operations : Implications for Managing Global Marketing Operations" 65 (65): 51-66, 2001

63 Beersma, Bianca, "Cooperation, Competition, and Team Performance: Toward a Contingency Approach" 46 (46): 572-590, 2003

64 Biggart, Nicole W, "Charismatic Capitalism : Direct Selling Organizations in America" University of Chicago Press 1989

65 Wallace, J. Craig, "CEO Regulatory Foci, Environmental Dynamism, and Small Firm Performance" 48 (48): 580-604, 2010

66 Cannon, Joseph P, "Buyer-Seller Relationships in Business Markets" 36 (36): 439-460, 1999

67 Walumbwa, Fred Ochieng, "Building Effective Organizations: Transformational Leadership, Collectivist Orientation, Work-related Attitudes and Withdrawal Behaviors in Three Emerging Economies" 14 : 1,083-1,101, 2003

68 Higgins, E. Tory, "Beyond Pleasure and Pain" 52 : 1,280-1,300, 1997

69 Berkman, Elliot T, "Approaching the Bad and Avoiding the Good: Lateral Prefrontal Cortical Asymmetry Distinguishes between Action and Valence" 22 (22): 1,970-1,979, 2009

70 Carter, Ruth, "Amway Motivational Organizations: Behind The Smoke and Mirrors" Backstreet Publishing 1999

71 Herzenstein, Michal, "Adoption of New and Really New Products : The Effects of Self-regulation Systems and Risk Salience" 44 : 251-260, 2007

72 Higgins, E. Tory, "Achievement Orientations from Subjective Histories of Success : Promotion Pride versus Prevention Pride" 31 : 3-23, 2001

73 Wallace, J. Craig, "A Multilevel Integration of Personality, Climate, Self-regulation, and Performance" 59 : 529-557, 2006

74 Anderson, Erin, "A Model of Distribution Firm and Manufacturing Firm Working Partner ships" 54 (54): 42-58, 1990

75 Pelham, Alfred M, "A Longitudinal Study of the Impact of Market Structure, Firm Structure, Strategy, and Market Orientation Culture on Dimensions of Small-Firm Performance" 24 (24): 27-43, 1996