In this empirical research, the subjects were renowned direct sellers in China, and the survey was conducted with a questionnaire to (1) investigate whether adaptive marketing has any positive impact on sales performance through reliability and validity analyses, (2) analyze the comparison between direct and indirect impact and define the best analysis model, and (3) find out through reliability and validity analyses whether the introduction of mobile solutions to direct selling companies and salespeople has any positive impact on sales performance. This experiment is a theoretical and empirical investigation into the framework using the AMOS software. The model that considers the indirect impact between each dimension is better than the one that considers the direct impact. Adaptive marketing also positively impacts sales performance. The introduction of mobile solutions to the direct selling industry can improve sales capacity and benefit sales performance.
International Journal of Information and Management Sciences26, pp.181-197