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.