A Study on the Intention of Product Loyalists to Act as Independent Entrepreneurs in China’s Network Marketing Industry: Focused on the Extended Theory of Planned Behavior

Purpose - This study aims to investigate the motivations of product enthusiasts in China's network marketing industry to engage in independent business activities, using an extended Theory of Planned Behavior as the theoretical framework. Additionally, it explores the moderating role of prior knowledge of network marketing. Design/Methodology/Approach - By integrating perception as a variable, this research assesses its influence on the entrepreneurial intentions of product loyalists within China's network marketing sector. Furthermore, the study examines how prior knowledge of network marketing affects the relationships among attitude, subjective norms, perceived behavioral control, perception of network marketing, and intent. Findings - The results indicate that variables derived from the extended Theory of Planned Behavior, including attitude, subjective norms, perceived behavioral control, and awareness, positively impact individual intentions to become independent network marketers. Notably, perceived control and awareness also influence actual behavior. Moreover, prior knowledge serves as a moderator for all pathways, except in the relationship between perceived control, awareness, and intention. Research Implications - Network marketing companies should prioritize maintaining high product quality to establish consumer trust. Engaging in corporate social responsibility initiatives can enhance company image. Consistent education for consumers about network marketing can help foster entrepreneurial intentions among potential independent business owners.