Abstract:
This study extends a path model that examines the factors explaining why 227 Chinese immigrants participate in network marketing (NM) business in Australia. Our analysis shows that the social environment within NM organizations positively leads to the development of immigrantsâ¿¿ self-efficacy in NM business, their desire for opportunities, social competence, and human capital. These factors have led to an increase in the activities undertaken by Chinese immigrants in conducting their network marketing business. Social environment also impacts positively on their motivation to participate in NM business. These factors have a positive impact on their financial performance outcome. Our findings contribute to the literatures on Social Cognitive Theory, Theory of Planned Behavior, entrepreneurial intention, and ethnic entrepreneurship.
