CAJ | 학술논문

运用实验法，考察了直销人员与消费者的关系导向（朋友vs．陌生人）、产品的价格以及直销员价格揭露策略对直销产品的吸引力、态度和购买意愿的影响。发现在朋友关系导向下消费者认为直销产品更有吸引力，有更积极态度和更高购买意愿；特别有趣的是当直销人员与消费者是朋友关系时，如果直销人员好心有意主动揭露产品价格低廉的信息（相比较于消费者自己发现），消费者对产品吸引力、产品态度和购买意愿反而降低。
운용실험법，고찰료직소인원여소비자적관계도향（붕우vs．맥생인）、산품적개격이급직소원개격게로책략대직소산품적흡인력、태도화구매의원적영향。발현재붕우관계도향하소비자인위직소산품경유흡인력，유경적겁태도화경고구매의원；특별유취적시당직소인원여소비자시붕우관계시，여과직소인원호심유의주동게로산품개격저렴적신식（상비교우소비자자기발현），소비자대산품흡인력、산품태도화구매의원반이강저。
This paper uses the experiment design to investigate the influence of relationship （friend vs. stranger）, price, and disclosure strategy on the attractiveness of direct selling products, customers attitudes as well as purchase intentions. Result shows that friendship tended to increase product attractiveness, product attitude and purchase intention. Moreover, when the distributor and the consumer are friends, disclosure （compared with no disclosure） about low price seemed to de- crease product attractiveness, product attitude and purchase intention.