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系統識別號 U0026-0812200911090222
論文名稱(中文) 信任與投機主義之前置因素及其對承諾之影響
論文名稱(英文) none
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 92
學期 2
出版年 93
研究生(中文) 陳妍蓉
研究生(英文) Yan-Rong Chen
學號 r4691155
學位類別 碩士
語文別 中文
論文頁數 63頁
口試委員 口試委員-黃文宏
指導教授-陳正男
口試委員-蔡東峻
中文關鍵字 投機主義  承諾  交易成本  連鎖加盟制  資訊不對稱  風險認知差距 
英文關鍵字 none 
學科別分類
中文摘要   連鎖加盟事業是屬於雙方互利的共同事業,而台灣目前為全球加盟總部密度最高的國家,許多台灣自創的加盟品牌,也逐漸成熟到有能力發展國際化。然而連鎖加盟體系紛紛成立的同時,國內相關法律制定的速度,卻比不上加盟店擴張的速度,導致雙方猜忌、互信基礎被破壞,甚至走上解約或違約之途。因此加盟店與加盟總部互動的微妙關係,將是雙方能否持續經營的重要關鍵。本研究以此為出發點,欲探討影響信任與投機主義的構念為何,以及兩者對於承諾的影響。
  信任、投機主義與承諾是本研究欲探討的三個概念。先探討影響信任和投機主義的衡量構念為何,再者討論該構念對信任和投機主義的因果關係,以及信任和投機主義的相關性,最後為信任、投機主義對於承諾的因果關係。
  研究範圍以台灣連鎖加盟體系之加盟店為對象,採問卷調查方式,業種以台灣連鎖暨加盟協會所分類的產業為依歸,共發放5000份問卷,收回409份,而問卷採用的資料分析方法主要為複迴歸分析。
  研究結果顯示交易成本、控制機制對於信任和投機主義有顯著影響,資訊不對稱對於信任有顯著影響,風險認知差距對於投機主義有顯著影響;而信任與投機主義呈現中度負相關,且皆對承諾有顯著的影響。

關鍵字:連鎖加盟、信任、投機主義、承諾、交易成本、控制機制、資訊不對稱、風險認知差距
英文摘要 none




論文目次 目 錄
第一章、 緒 論
第一節 前言與動機 1
第二節 研究目的 2
第三節 研究範圍 2
第四節 研究流程 3
第二章、 文獻探討與研究假設發展
第一節 連鎖加盟的定義與分類 4
第二節 研究假設發展 11
第三章、 研究方法
第一節 研究架構 20
第二節 研究變數之定義與衡量 21
第三節 研究設計 28
第四節 正式問卷實施方法及樣本結構 32
第五節 資料分析方法 34
第四章、 研究結果
第一節 敘述性統計分析 36
第二節 各構念之信、效度分析 39
第三節 假設驗證 44
第五章、 結論與建議
第一節 本研究之實證結果 53
第二節 對業界建議 55
第三節 研究之限制 57
第四節 研究貢獻與後續研究之建議 58
參考文獻 59
附錄
前測問卷
正式問卷

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