Purpose The purpose of this paper is to examine the dimensions of interpersonal trust which would affect the buyer-salesperson relationship in a direct selling situation. It also investigates consumers’ perceived risk and advantages of direct selling. Design/methodology/approach A...

Purpose – The purpose of this paper is to investigate trust in salespersons of direct selling companies. The major purpose of the study is to examine three alternative measures of trust and to assess the effects of consumer trust in the direct selling salesperson on intended purchase behavior...