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系統識別號 U0026-2606201513222900
論文名稱(中文) 資訊搜尋與資訊傳播對規範性期望驗證與信任之影響:以知覺協助為調節變數
論文名稱(英文) The Effect of Information Dissemination and Information Search on Franchisees’ Normative Expectation Confirmation and Trust in the Franchise System: Perceived Support as Moderator
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 103
學期 2
出版年 104
研究生(中文) 許智傑
研究生(英文) Chih-Chieh Hsu
學號 R46021065
學位類別 碩士
語文別 中文
論文頁數 86頁
口試委員 指導教授-劉宗其
口試委員-吳立偉
口試委員-王崇昱
口試委員-徐伯一
中文關鍵字 資訊傳播與搜尋  規範性期望驗證  加盟商信任  知覺協助 
英文關鍵字 Information dissemination  Information search  Normative expectation confirmation  trust  perceived support 
學科別分類
中文摘要 根據台灣連鎖店暨加盟協會的統計資料,台灣的加盟總部與加盟店每年以飛快的速度成長中,顯示整體加盟環境的蓬勃與茁壯,但在新聞上加盟糾紛的相關案件層出不窮,且在相關的加盟創業網站上有針對加盟商進行的調查,發現許多加盟商仍對加盟事業存有疑慮,因此,不論是加盟商或是授權商都應該思考這之間是否存在著期待與實際結果之間的落差,使得加盟關係無法穩定發展。
本研究透過文獻回顧後,以關係交換理論與公平理論為理論基礎,試圖解析加盟商與授權商之間的互動關係。主要研究內容為授權商的資訊傳播與加盟商的資訊搜尋對加盟商的規範性期望驗證越高;(2.) 加盟商的規範性期望驗證對信任的影響;以及(3.) 知覺協助對規範性期望驗證與信任之間的調節效果。
研究樣本收集主要針對國內北中南地區的加盟商,探討加盟商對授權商信任之議題。研究人員透過親訪加盟商並發放問卷與電子問卷的形式,共計回收有效問卷有272份。研究方法以AMOS20操作線性結構模型與SPSS22操作階層迴歸為主。
研究結果顯示,授權商的資訊傳播對加盟商的規範性期望驗證具有一定影響能力,且規範性期望驗證也產生正向影響;但加盟商的資訊搜尋對規範性期望驗證並不具解釋能力,且知覺協助並不具調節能力。
英文摘要 The objective of this study is to investigate whether the effect of normative expectation confirmation formed by information dissemination and information search will have a positive influence on trust and to figure out the perceived support’s moderator effect. There are 272 valid samples. Some questionnaires were finished by franchisees, others were acquired from mySurvey Website. SPSS 22 was applied to perform reliability analysis and hierarchical regression analysis. Next, confirmatory factor analysis and Structural Equation Modeling were performed by AMOS 20. The result shows as following:1. franchisors’ information dissemination has a positive impact on franchisees’ normative expectation confirmation, but franchisees’ information search has a result with no significance. 2. Normative expectation confirmation strengthen significantly trust, however, the moderator of perceived support doesn’t affect the relationship between them.
Finally, The conclusion of this study: Information paly an important role of franchising, especially franchisor’s information dissemination. provides franchisees a sound preparation to build up their business and create a reasonable expectation about franchising. Besides, normative expectation confirmation formed by information has a great influence on trust, which is a key factor of retaining the franchise relationship. Therefore, keeping the availability of information is essential for managing and sustaining the franchising business.
論文目次 摘要 I
Extended Abstract II
誌謝 VI
目錄 VIII
表目錄 X
圖目錄 XII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第二章 文獻回顧與探討 8
第一節 關係交換理論(Relational Exchange Theory) 8
第二節 公平理論(Equity Theory) 11
第三節 授權商的資訊傳播 13
第四節 加盟商的資訊搜尋 14
第五節 規範性期望驗證 15
第六節 信任 16
第七節 知覺協助 17
第三章 研究架構與研究方法 19
第一節 研究架構 19
第二節 研究假設 20
第三節 研究變數之操作性定義與衡量 23
第四節 樣本選取與分析 27
第五節 資料分析與統計方法 31
第四章 研究結果與分析 35
第一節 敘述性統計分析 35
第二節 信度檢定 39
第三節 驗證性因素分析 43
第四節 效度分析 44
第五節 線性結構模式分析 48
第六節 階層迴歸分析 50
第七節 研究結果 52
第五章 結論與建議 53
第一節 研究結論與貢獻 53
第二節 管理意涵 58
第三節 研究限制與未來研究建議 60
第六章 參考文獻 63
附錄一 76
附錄二 79
參考文獻 壹、 中文資訊
台灣連鎖暨加盟協會(2014),TCFA台灣連鎖店年鑑,台北市:社團法人台灣連鎖暨加盟協會。
貳、 網路資訊
清玉加盟爭議,都是爆紅魔咒惹禍,商業週刊,第1351期
1111創業數據大解密,1111創業加盟網
102年、103年加盟創業最擔心結果分析,阿甘創業加盟網
102年、103年加盟分店經營失敗的主因結果分析,阿甘創業加盟網
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