Abstract
ABSTRACT This exploratory article researches the awareness, concern, and actions (proactivity) of home-based enterprise (HBE) representatives engaged in multilevel marketing (MLM) to protect themselves from Internet-based computer security risks. Analysis of a survey of 232 independent MLM representatives shows that while this specific segment of HBEs is highly aware of and concerned with existing threats, their level of action to guard against the threats is relatively low as is their willingness to pay for adequate protection. These findings are important to computer security service companies such as Norton, Symantec, and McAfee as they research and target this growing segment of HBE users. The conclusions will also interest the many parent MLM companies that utilize HBE representatives as their sales force.
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