台灣直銷市場從業人員每年退出率大約20 %，有人成功，也有人不成功。甚麼因素是影響他們成功的關鍵,本研究經訪談8位高階的領導人,發現直銷人員和公司之間並無雇傭關係,成功領導人不願花太多時間和精力成本去改變新人的想法或導正直銷人員的銷售信念。因此直銷人員的去留及是否可經營成功,個人的銷售信念就相對重要。

直銷人員與一般銷售人員不同之處,在於他們常常被拒絕情境，一般人對直銷的印象並不好,直銷人員在面對銷售挫折或困難時常呈現不同的反應。對於直銷人員的歸因信念，或是面對被拒絕的情境下處理的心態，可能是影響工作表現的關鍵。因此，本研究以直銷人員為觀察對象,銷售事件為背景，針對台灣65位直銷人員為進行問卷調查,問卷內容主要採取四項心理量表,包括: (1)傳史量表(Biographical Inventory)；(2)銷售工作控制源量表(Sales Locus of Control Scale)；(3)拒絕歸因風格量表(Rejection Attributional Style Scale)；(4)拒絕行動控制量表(Rejection Action Control Scale)，以探討直銷人員的歸因信念對銷售人員成功的影響,並提出直銷人員心理特徵,藉以了解銷售信念對於工作態度以及行為之影響模式。

本研究結果可以了解直銷夥伴人員適任或不適任性，以為直銷公司輔導或激勵教育課程的參考方向,進而降低退出率並且擴展直銷產業營業規模。本研究主要實證結果及發現彙整如下:
1.可以發現不同背景的直銷人員，其銷售信念會有差異，差異主要發生在不同性別以及從事方式之間。
2.而以專職、兼職的方式從事直銷業的人員，其運控及他控的信念分數會較低。
3.以專職的方式從事直銷業的人員更容易獲得較高的收入等級以及達到較高的職位位階，顯示專職的直銷人員工作表現優於其他從事方式的人員。
4.具有不同銷售信念的直銷人員，其工作表現也同樣會有差異。
5.對於業績結果具有低運控以及低他控的人員，有較高的比例可以達到較高的收入等級以及職位位階。
6.直銷人員面對銷售拒絕情境，男性比女性更容易有思考固著的現象。如果不會陷入思考固著的人員，則有較高的比例可以達到較高的職位位階。

The annual withdrawal rate of employees in Taiwan's direct marketing market is about 20%. Some people have succeeded and others have not. What factors are the key to their success? This study interviewed eight high-level leaders and found that there was no employment relationship between the direct seller and the company. Successful leaders did not want to spend too much time and effort on changing the new ideas or Direct sales staff sales beliefs. Therefore, the sales personnel’s retention and success can be achieved, and personal sales beliefs are relatively important.

The difference between direct sales staff and general sales staff is that they are often rejected situations. Most people have poor impressions of direct sales. Direct sales personnel often react differently when faced with sales setbacks or difficulties. For the direct salesperson's attribution beliefs, or the mentality of dealing with situations that are rejected, it may be the key to affect job performance. Therefore, this study takes direct sales staff as the object of observation and sales events as the background, and conducts questionnaire surveys for 65 direct sellers in Taiwan. The questionnaire content mainly adopts four psychological scales, including: (1) Biographical Inventory (2) Sales Locus of Control Scale; (3) Rejection Attributional Style Scale; (4) Rejection Action Control Scale to Discuss the influence of the direct salesperson's attribution beliefs on the success of the salesperson, and propose the psychological characteristics of the direct salesperson, in order to understand the influence of sales belief on work attitude and behavior.

The results of this study can be used to understand the competency or discomfort of direct selling partners and to direct the direct sales company's guidance or motivational education course, thereby reducing the exit rate and expanding the scale of the direct selling industry. The main empirical results and findings of this study are summarized as follows:
1.The direct sellers with different backgrounds may find that their sales beliefs
are different, and the differences mainly occur between different genders and ways of doing business.
2.Those who engage in the direct sales industry in a full-time, part-time manner
will have lower confidence scores for their control and control.
3.People engaged in the direct selling industry in a full-time manner are more
likely to obtain a higher income level and achieve higher job rankings, showing that full-time direct sales personnel perform better than others.
4.Direct sales staff with different sales beliefs will also have different job
performance.
5.For personnel with low operational control and low control over performance
results, a higher percentage can achieve higher income levels and job rankings.
6.In the face of sales refusal situations, direct salesmen are more likely than
men to think sturdy. If you do not get stuck in thinking fixed people, then a higher percentage can reach a higher position.

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