Significance of the Study

The intent of this study was to provide a pragmatic as well as a theoretical contribution to the field of direct-selling companies' continuing education and training. The findings will assist direct-selling company's education programs for training managers by providing insights into the types and levels of motivation for participants to attend continuing education activities.

To date, Maslow's theory has been used rarely in empirical studies to focus on participants' motivation for continuing education programs, especially in the direct-selling industry. In interpreting behavioral intentions to participate in continuing education and training programs in direct-selling companies, Maslow's Hierarchy of Needs could be adapted by management to provide insight into motivational factors for attendance. The perceptions of distributors involving education and training can be used for making recommendations or decisions regarding the allocation of various resources. Findings may also provide management with advisory references that can enhance both their education and training programs and their marketing efforts.

Definition of Terms

For the purpose of uniformity and clarity, the following terms are defined in relation to their use in the study.

Continuing education: Continuing education consists of educational activities which serve to maintain, develop, or obtain the knowledge, skills, and professional performance and relationships that a professional uses to provide services for customers, the public, or the profession (The American Association for Adult and Continuing Education, 2003).

Direct seller: "A person who is a member of a distribution system of a direct-selling company. A direct seller may be an independent commercial agent, independent contractor, independent dealer or distributor, employed or self-employed representative, franchisee or the like" (International Chamber of Commerce, 2003, Definition section,

Delimitation

The study may be limited by the following conditions:

1. The population was exclusively those distributors who sign sales contracts with the Amway Corporation in Taiwan and are active in the direct-selling market.

2. The results are applicable only to the Amway Corporation in Taiwan. Generalizations are not extended to the educational and training environments of other direct-selling companies or Amway in other locations.