Network Marketing Businesses and Chinese Ethnicity Immigrants in Australia

F. Dai, S.T.T. Teo, Karen Yuan Wang

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


This study adopts two theoretical perspectives, Social Cognitive Theory and Theory of Planned Behavior, to examine a model of network marketing business participation by Chinese immigrants in Australia. A structural equations modeling analysis showed that the social environment within a network marketing organization positively influences the self-efficacy of Chinese network marketers and their desire to seek opportunities. These factors positively influence the actions undertaken by network marketers, and subsequently, impact positively on their performance outcome.
Original languageEnglish
Pages (from-to)444-459
JournalJournal of Small Business Management
Issue number3
Early online date31 May 2016
Publication statusPublished - Jul 2017
Externally publishedYes


Dive into the research topics of 'Network Marketing Businesses and Chinese Ethnicity Immigrants in Australia'. Together they form a unique fingerprint.

Cite this