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Gurviez, P. (2003). La confiance comme variable explicative du comportement du con-sommateur: Proposition et validation empirique d’un modèle de la relation à la marque intégrant la confiance. In Proceedings of the 15th international congress of the French Marketing Association (pp. 301-327).

has been cited by the following article:

• TITLE: Motivational Factors to Multi-Level Marketing: The Moderating Role of Trust

  AUTHORS: Françoise Delphine Ngo Omam, Bertrand Sogbossi Bocco

  KEYWORDS: Multi-Level Marketing, Trust, Perceived Quality, Organizational Mode, Personal Development, Membership

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.15 No.3, March 31, 2025

  ABSTRACT: Despite the numerous works done on multi-level marketing, there is still some light to be highlighted on the role of trust. This article examines the factors motivating adherence to multi-level marketing and the moderating influence of trust in the relationship between these factors and membership. On a sample of 662 distributors in the cities of Cameroon, analyzes of structural equation methods made it possible to realize that monthly income, perceived quality of products and services, organizational mode and personal development are the four factors which motivate adherence to the activity. Trust positively intensifies established relationships; its influence is stronger than the income received monthly. In addition, the Credibility dimension seems to have more effect on adherence 2 factors such as benevolence.