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題名: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
作者:徐伯一
作者(外文):Po-YiHsu
校院名稱:國立成功大學
系所名稱:國際企業研究所
指導教授:劉宗其
學位類別:博士
出版日期:2014
主題關鍵詞:特許加盟通路關係信任機會識別合作彈性franchisingtrustchannel relationshipopportunity recognitioncooperation flexibility
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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。
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.
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