近年來許多企業為有效降低成本以提升獲利，除積極引入新的管理模式以減少行銷佣金支付、降低庫存、節省商品管理及儲存的成本，以作為降低成本、提高利潤之主要手段，藉以提升直銷業本身的競爭力。因此本研究從消費者在直銷購物行為模式加以分析，並考量直銷型態在整體商品流通體系中的發展定位，透過統計分析方法（因素分析、相關分析、變異數分析…等）以獲致現今消費者的購物偏好取向，期以提供相關直銷業者在規劃提供相關商品服務時，能有效貼近消費者實際需求，從而直接提升直銷業服務品質與未來商機掌握。另本研究除分析各受訪者基本條件的分析外，並進一步探討不同受訪者（如性別、職業、教育程度…）看法之差異，而此結果亦能提供直銷業者擬定更加完整銷售策略時重要的參考資訊。

In recent years, direct selling effectively cost down the capital and increase the profit of corporations. This transactional model not only decrease the cost of commission, but also the cost of inventory, warehousing management which makes direct selling become even more competitive in business industries. This article intended to analyze the customer consuming model in direct selling business by considering the developmental orientation of product distribution in the entire direct selling business. According to the statistics analyzed, the biased shopping habitus of consumer is revealed in this study, in the light of providing insights for direct selling business holders to grasp customers' intention and need in order to better planning and advance the quality of business and service. In addition, this article further exploited participants' personal data in order to disclose the differences among the participant researched (e.g., gender, occupation, educational background, etc.) to offer direct selling business holders references for strategic planning in a broader scope.