本研究旨在探討餐飲連鎖加盟者人格特質、加盟動機與加盟績效之關係，並針對加盟店數占總店數半數以上之七類餐飲業者，取各類別加盟數最多之前三者為研究範圍，其中選取加盟時間達一年以上之加盟者進行問卷調查，回收375 份有效問卷。以SPSS12.0 進行集群分析後，將加盟者人格特質分為：目標導向型（目標導向／重實質報酬）、適應調整型（適應力強／彈性調整）、問題解決型（問題解決／堅持不懈）以及專業循規型（重視專業／循規蹈矩）；此外，透過單因子變異數分析與階層迴歸分析後發現，加盟者人格特質、加盟動機皆會影響加盟者的加盟績效表現，並且證實加盟動機對加盟者人格特質與經濟績效之關係具有干擾效果，亦即，不同人格特質加盟者也會因為決定加盟之動機而有不同的經濟績效。

The main purpose of this research was to explore and discuss the relationships between personality of franchisees, motivation and their performance in the franchise system of Food and Beverage (F&B) Industry. The subjects of the research was targeted at the franchisees, and totally 375 valid questionnaires was collected, and for the purpose of the hypotheses, the statistic methods on cluster analysis and hierarchical- multiple regression were adopted and processed these data by SPSS12.0. The result of this study pointed that, there are four types of the franchisee’s personalities. First type is “target/rewarding focus,” who paid more attention on the profit curve for the business. Second one is “adaption/flexibility focus,” who owned fast response to the business difficulties; the third one is “total solution focus,” who kept consistent in their goals for their start-ups; and the final one is “professionalism oriented,” who focused on professional supports from headquarter. In addition, there are two major inding on the study: first, personality of franchisee, motivation will affect the operational performance. Second, it also improves that motivation is a mediator variable to the relationship between personality and economic of franchisee.