This study investigates C-C identification in the direct selling industry in Taiwan
because of the following three reasons:
(1) the global growth rate of the direct selling sales force from 1990 to 2003 was
468.45 per cent (WFDSA, 2005);
(2) direct selling aims to implement a personalized relationship between the
producer and the buyer (Mueller, 1987); and
(3) relationship elements are more important in eastern cultures than western
cultures (Merrilees and Miller, 1999).