Focused on the characteristics of victims, this study look into the actual condition of the illegal multi-level marketing and the characteristics of victims. For the study a survey to 500 victims of illegal multi-level marketing was performed and an analysis was done by frequencies, cross tab and t-test. Findings and policy implications from this analysis are as there; First of all, multi-level marketing heavily rely on personal networking and face-to-face contact with the buyer, consumer damage is quite frequent. In March 2002, the KFTC revised the Door-to-Door Sales Act to monitor multi-level marketing and continuous contract other than door-to-door sales and multi-level marketing and further strengthen its regulation. Second, compared with individual characteristic(gambling spirit, dependence, impulse, week to humanity, sociality), the biggest factor of multi-level marketing is sociality. Other than the week to humanity, they are gambling spirit, dependence, impulse. There, as a result, are different point in the victim's characteristics of multi-level marketing. Consequently, to prevention of illegal multi-level marketing, their countermeasure is needed to consider about individual characteristics of victims.

Focused on the characteristics of victims, this study look into the actual condition of the illegal multi-level marketing and the characteristics of victims. For the study a survey to 500 victims of illegal multi-level marketing was performed and an analysis was done by frequencies, cross tab and t-test. Findings and policy implications from this analysis are as there; First of all, multi-level marketing heavily rely on personal networking and face-to-face contact with the buyer, consumer damage is quite frequent. In March 2002, the KFTC revised the Door-to-Door Sales Act to monitor multi-level marketing and continuous contract other than door-to-door sales and multi-level marketing and further strengthen its regulation. Second, compared with individual characteristic(gambling spirit, dependence, impulse, week to humanity, sociality), the biggest factor of multi-level marketing is sociality. Other than the week to humanity, they are gambling spirit, dependence, impulse. There, as a result, are different point in the victim's characteristics of multi-level marketing. Consequently, to prevention of illegal multi-level marketing, their countermeasure is needed to consider about individual characteristics of victims.

Illegal Multi-level Marketing, Pyramid, Gambling Spirit, Dependence, Impulse, Individual Characteristic