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系統識別號 U0026-2508201416124500
論文名稱(中文) 通路關係中加盟商對授權商續約意願之研究-以機會辨識與合作彈性為干擾
論文名稱(英文) Investigating Channel Relationship between Franchisors and Franchisees’ Intention to Continue-With the Moderating Effect from Opportunity Recognition and Cooperation Flexibility
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 102
學期 2
出版年 103
研究生(中文) 徐伯一
研究生(英文) Po-Yi Hsu
學號 R68931016
學位類別 博士
語文別 英文
論文頁數 111頁
口試委員 指導教授-劉宗其
口試委員-陳正忠
口試委員-許永明
口試委員-吳師豪
口試委員-黃吉村
中文關鍵字 特許加盟  通路關係  信任  機會識別  合作彈性 
英文關鍵字 franchising  trust  channel relationship  opportunity recognition  cooperation flexibility 
學科別分類
中文摘要 本研究目的乃根據理論來驗證通路關係中授權商與加盟商之間的關係,作者檢視四個可能會影響加盟商續約的意願而造就成功的特許加盟關係之相關構念,包括加盟授權商的競爭優勢、溝通、營運支援與透過加盟商對授權商所產生的信任。此外,本研究探討試圖採取多分店經營的加盟商,其創業機會識別與授權商靈活合作的特性對授權商信任與本身加盟續約傾向間的干擾效果。藉由在台灣蒐集到的234個加盟商的調查回應結果進行分析。結果發現,授權商營運支援與溝通會顯著影響加盟商對其信任,加盟商創業機會識別在導入三項限制後對其授權商信任與本身的續約意願會產生正向增強的干擾效果,而授權商靈活合作的特性對其授權商信任與本身的續約意願則會直接產生正向增強的干擾效果。本研究以創業加盟商的角度出發結合傳統的特許加盟關係,期待能更完整地瞭解具創業家精神的加盟商對發展多分店特許加盟續約的傾向。
英文摘要 This study theoretically and empirically demonstrates the channel relationship between franchisors and franchisees. It examines four essential constructs that may lead to franchisees’ intention to continue for successful long-term franchising relationships include the franchisor competitive advantage, communication, operational assistance and franchisee perceived trust. Moreover, this study investigates the multi-unit initiation of franchisees and their subsequent propensity to franchising whether moderating with entrepreneurial opportunity recognition and cooperation flexibility. It is found that franchisor operational assistance and communication significantly develop franchisee perceived trust and their intention to continue. While franchisee opportunity recognition under three controlled variables strengthens the positive effect of trust on the entrepreneurial propensity decision of multi-unit franchisees and cooperation flexibility strengthens the positive effect of trust on franchisees’ intention to continue with the franchising system. This study provides better understanding of the multi-unit initiation and subsequent propensity of franchisees toward the franchising system.
論文目次 TABLE OF CONTENTS
ABSTRACT ------------------------------------------------------------------------------------- I
ABSTRACT (in Chinese) --------------------------------------------------------------------- II
ACKNOWLEDGEMENTS ----------------------------------------------------------------- III
TABLE OF CONTENTS ----------------------------------------------------------------------V
LIST OF TABLES -------------------------------------------------------------------------- VIII
LIST OF FIGURES -------------------------------------------------------------------------- IX
CHAPTER I INTRODUCTION ------------------------------------------------------------ 1
1.1 Research Background and Motivation ------------------------------------------- 1
1.2 Research Purpose ------------------------------------------------------------------- 6
1.3 Research Procedure ----------------------------------------------------------------- 8
CHAPTER II LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT -- 9
2.1 Background Literature Review --------------------------------------------------- 9
2.1.1 Resource-based theory ----------------------------------------------------- 11
2.1.2 Relational view -------------------------------------------------------------- 14
2.1.3 Theory of reasoned action ------------------------------------------------- 17
2.2 Hypotheses Development -------------------------------------------------------- 20
2.2.1 Competitive advantage ----------------------------------------------------- 20
2.2.2 Trust --------------------------------------------------------------------------- 23
2.2.3 Communication -------------------------------------------------------------- 27
2.2.4 Operational assistance ------------------------------------------------------ 30
2.2.5 Intentions to continue ------------------------------------------------------- 33
2.3.6 Opportunity recognition ---------------------------------------------------- 36
2.2.7 Cooperation flexibility ----------------------------------------------------- 41
CHAPTER III METHODOLOGY ---------------------------------------------------------- 45
3.1 Research Model ------------------------------------------------------------------- 45
3.2 Research Hypotheses ------------------------------------------------------------- 47
3.3 Measure ---------------------------------------------------------------------------- 48
3.3.1 Franchisor competitive advantage ---------------------------------------- 49
3.3.2 Communication ------------------------------------------------------------- 50
3.3.3 Operational assistance ----------------------------------------------------- 51
3.3.4 Franchise perceived trust -------------------------------------------------- 52
3.3.5 Opportunity recognition ---------------------------------------------------- 53
3.3.6 Cooperation flexibility ----------------------------------------------------- 54
3.3.7 Intention to continue -------------------------------------------------------- 55
3.3.8 Control variables ------------------------------------------------------------ 56
3.4 Research Design ------------------------------------------------------------------- 57
3.4.1 Data Collection and Sample Characteristics ----------------------------- 57
3.4.2 Returned questionnaire and characteristics of respondents ------------ 59
CHAPTER IV ANALYSIS AND RESULTS----------------------------------------------- 62
4.1 Reliability and validity of measurement model ------------------------------- 63
4.2 Structural Model ------------------------------------------------------------------ 68
4.2.1 Direct model ----------------------------------------------------------------- 68
4.2.2 Moderating models --------------------------------------------------------- 72
4.2.3 Moderating effect with control variables -------------------------------- 74
CHAPTER V CONCLUSION -------------------------------------------------------------- 76
5.1 Research Findings ----------------------------------------------------------------- 76
5.2 Conclusions and Implications --------------------------------------------------- 80
5.3 Limitations and Suggestions for Future Research ---------------------------- 86
REFERENCE ---------------------------------------------------------------------------------- 89
APPENDIX: QUESTIONNAIRE --------------------------------------------------------- 108
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