現今Y世代已成為台灣經濟主要勞動力來源及未來台灣經濟發展關鍵，目前台灣面臨人口老化的問題，未來高齡勞動力的趨勢只增不緩，勢必在人口勞動結構也將面臨轉型問題，因此Y世代的年輕人更應把握現在創業時機與機會，如何運用屬於Y世代的優勢，為台灣未來勞動市場開創一條道路。現今年輕人想要白手創業，必須發揮創業精神，落實創新，才能在如今的經濟景氣中成功創業。直銷創業提倡無店舖經營，每個人就代表一家店，一個事業體，除了解決年輕人創業在資金上的考量，同時也提倡複製學習，年輕人可以透過直銷創業找到屬於自己人生的事業台，讓年輕人不再覺得創業是遙不可及的夢想。
本研究目的探討直銷業Y世代創業精神為何，以A公司為例，藉此分析選擇直銷創業成功的Y世代有何特質及影響因素，並如何從中學習獲得成長。
研究所得之主要結論如下:
1. A公司Y世代創業精導向:教育程度越高者，自主性及國際市場預應性越高；獎銜越高者，越認同直銷創業，風險承擔性越高；家庭背景越困苦者，積極性越高；直銷二代，落實創新性越高。
2. 影響成功Y世代創業人口變項主要因素分為二:一為家庭因素，困苦者或家庭遭逢巨變的Y世代對於直銷創業的接受程度越高，且積極性高，想賺錢、成功的慾望更強，更促使其成功創業；二為直銷二代，在創業上有父母親的協助，更容易成功創業。教育程度高由於自主性強，目標設定明確，有效率學習，因為語言能力優勢更能落實國際市場開發，成功的速度也較快。
3. 公開、公平、透明的直銷事業制度，結合直銷商中心教室資源及A公司培訓系統，讓Y世代人才有機會在直銷中創業，才更能吸引Y世代人才選擇直銷創業的留才、育才的關鍵。

Now the Y generation has become the main source of Taiwan's economy and the key to Taiwan's future economic development. At present, Taiwan is facing the problem of population aging, and the trend of aging labor force will not slow down in the future. Therefore, Y generation will face the transition problem. Young people should seize the opportunity and opportunity to start now, how to use the advantages of belonging to the Y generation, the future of the labor market in Taiwan to create a road. Today's young people want to start their own business, you must play the entrepreneurial spirit, the implementation of innovation, in order to succeed in today's economic success. Direct business to promote non-store business, each person on behalf of a store, a business body, in addition to solving the young entrepreneurs in the financial considerations, but also to promote the copy of learning, young people can find their own business through direct marketing career platform, Young people no longer feel that entrepreneurship is a distant dream.
The purpose of this study is to explore the entrepreneurial spirit of the Y-generation direct selling industry, taking A Company as an example to analyze the characteristics and influencing factors of Y-generation who choose direct-selling business success and how to learn to grow.
The main conclusions of the study are as follows:
1. A company Y generation entrepreneurship-oriented: the higher the education level, autonomy and the higher the international market pre-acceptance; the higher the title, the more recognized direct-marketing venture, the higher the risk; the more difficult the family background, The higher the enthusiasm; direct second-generation, the higher the implementation of innovation.
2. The impact of success Y generation entrepreneurial population variables are divided into two main factors: one for the family factors, the hardship of the family or the great changes in the Y generation of direct marketing business for the higher degree of acceptance, and high motivation to make money, the desire to succeed more Strong, but also contributed to its successful entrepreneurship; two direct sales for the second generation, in the business with the assistance of parents, more likely to successfully start. High level of education As a result of strong autonomy, goal setting clear, efficient learning, because the language ability to better implement the international market development, the success rate is also faster.
3. Open, fair and transparent direct marketing system, combined with the distributor of the center classroom resources and A company training system, so Y generation talent have the opportunity to direct business, only to attract Y generation talent selection direct entrepreneurial talent, Yucai key.

論文審定書 i
謝誌 ii
摘 要 iii
Abstract iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 2
第二節 研究目的 11
第二章 文獻探討 12
第一節 直銷業 12
第二節 Y世代 19
第三節 創業 25
第三章 研究方法 36
第一節 研究方法 37
第二節 資料收集與分析方法 38
第三節 研究個案及對象 42
第四節 研究設計 50
第四章 研究分析與結果 53
第一節 人口變項分析 53
第二節 創業精神導向分析 59
第三節 研究結果 74
第五章 研究結論與建議 79
第一節 研究結論 79
第二節 研究限制 81
第三節 研究建議 82
參考文獻 84
附錄一訪談大綱 91
附錄二 訪談逐字稿摘錄 93

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三、 網路部分:
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3. 直銷景氣不受金融風暴影響。誰說直銷不需要實體通路。遠見雜誌，2010年3月，取自: http://www.gvm.com.tw/Boardcontent_15952.html。
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8. 青年創業現況調查。1111人力銀行。2016年4月。取自: http://www.1111boss.com.tw/winner/newest_article.asp?id=6722。