臺灣博碩士論文加值系統

中文摘要
連鎖便利商店為國內最龐大、店數最多之連鎖店系統，而其加盟店占總家數比率，
截至2002 年4 月底止，已達77.04％，隨著加盟店比率的攀高，加盟者的忠誠與否，將
會左右便利商店各連鎖體系與整體產業版圖的榮盛興衰，其重要性不容忽視。根據連鎖
店協會指出，在2002 年大型便利商店，雖在店鋪數或營業額皆有成長的趨勢，但成長
腳步趨緩。因此，在連鎖加盟公司推動全面加盟化的過程中，除了要全力開發加盟店 (委
託加盟與特野[盟)方式開設新開店，提高加盟占比之外，為有效管理和維護加盟關係，
加盟總部必須運用適當的溝通策略，透過總部人員、區督導等和加盟店進行溝通，並藉
由提昇加盟者的滿意、信任和承諾，達到提昇加盟者忠誠的目的。
本研究透過問卷調查的方式，於前測部份，共發放300 份，有效問卷為145 份。正
式問卷則發放1,500 份，有效問卷為487 份。根據上述樣本資料，進一步以SPSS 軟體
進行複迴歸分析驗證，研究結果如下：
(1) 加盟總部與加盟者的溝通策略，會正向影響加盟者對加盟總部的滿意、信任和承諾。
(2) 加盟者對加盟總部的整體滿意度，會正向影響加盟者對加盟總部的信任、承諾。
(3) 加盟者與加盟總部的信任、承諾，會正向影響加盟者對加盟總部的忠誠意向。
(4) 加盟者與加盟總部的信任、承諾對加盟總部的溝通策略和加盟者的忠誠意向具有中
介效果。
本研究從加盟總部的溝通策略切入，探究對加盟者忠誠意向的影響，並探討加盟者
對加盟總部的信任、承諾是否產生中介影響，提供加盟連鎖體系執行溝通策略時參考依
據，讓加盟連鎖體系執行溝通策略有最好的效益。

Abstract
The biggest franchiser chain in Taiwan is convenient store, and the percentage of the
franchisee, until April 2002, had reached 77.04%. Along with this rising ratio, we can tell the
franchisee loyalty or not rising and declining the franchiser chain and also this industry.
According to TCFA (Taiwan Chain Store and Franchise Association), both the figures and
sales performance of grand-scale convenient stores have grown, though the growing ratio is
getting slower. The process of franchise chain companies overwhelmingly enhancing
franchising should be exerted thorough endeavor to raise the franchising proportion through
franchising (authorization franchising and concession franchising). In addition, franchise
chain headquarter must use proper communication strategic through their supervisors to
communicate with their franchisees. In order to rise the perception of franchisor’s
satisfaction 、trust and commitment, and to increase the perception of franchisor’s loyalty.
In this pretest period, it provided 300 copies, and the valid are 145 copies. The formal
questionnaires are 1500 copies, and the valid are 487 copies. According to above-mentioned
sample information, to go a step further, use Multiple Regression Analysis with SPSS to
analyze, to test and verify, the result as below:
1. The franchise chain headquarter’ communication strategic has positive impact towards
the perception of franchisor’s satisfaction 、trust and commitment.
2. The perception of franchisor’s satisfaction has positive impact towards the perception of
franchisor’s trust and commitment.
3. The perception of franchisor’s trust and commitment has positive impact towards the
perception of franchisor’s loyalty.
4. The perception of franchisor’s trust and commitment has an effect to the relationship
between “franchise chain headquarter’ communication strategic” and “the perception of
franchisor’s loyalty.”
Ⅱ
This research would like to probe into the influence of franchisor’s loyalty for the franchise
chain headquarter’ communication strategic. At the same time, it probed into the perception of
franchisor’s trust and commitment has an effect to the relationship between “franchise chain
headquarter’ communication strategic” and “the perception of franchisor’s loyalty.” It
provides franchising system for the communication strategic and makes the best effective
while executing the communication strategic.

目 錄
中文摘要....................................................................................................................................I
Abstract……………………………………………………………………………………….II
誌 謝………………………………………………………………….………………… IV
目 錄.................................................................................................................................. V
表 目 錄................................................................................................................... .VII
圖 目 錄………………………………………………………….………………….IX
第壹章 緒 論
一、 研究背景與動機…………………………………………………………………….1
二、 研究目的…………………………………………………………………………….3
三、 產業現況…………………………………………………………………………….4
四、 研究範圍…………………………………………………………………………….8
五、 研究流程…………………………………………………………………………….9
第貳章 文獻探討
一、 溝通策略…………………………………………………………………………...10
二、 滿意度……………………………………………………………………………...18
三、 信任………………………………………………………………………………...25
四、 承諾………………………………………………………………………………...32
五、 忠誠………………………………………………………………………………...36
第參章 研究方法
一、 研究架構…………………………………………………………………..……….40
二、 研究假設…………………………………………………………………..……….41
三、 變數的操作性定義與衡量………………………………………………..……….46
四、 抽樣情形與信效度分析結果……………………………………………..……….51
五、 樣本特徵…………………………………………………………………..……….58
第肆章 資料分析與假設驗證
一、 主要研究構念之假設檢定結果…………………………………………………...60
二、 信任、承諾之中介效果…………………………………………………………...65
V
第伍章 結論與建議
一、 研究結論…………………………………………………………………………..71
二、 研究貢獻…………………………………………………………………………..73
三、 實務建議………………………………………………………………………...…74
四、 研究限制與建議………………………………………………………………...…75
參考文獻
一、 中文文獻…………………………………………………………………………...77
二、 英文文獻……………………………………………………………….…………..78
附錄一 前三大便利商店在委託加盟與特野[盟之加盟契約條件……………..……….84
附錄二 前測問卷…………………………………………..………………………..……...87
附錄三 正式問卷………………..……………………………………………………….…90
Ⅵ
表 目 錄
表1-1 各主要便利商店歷年店數概況………......................……...…….................. 5
表2-1 溝通構面與特性…………………………………………............................... 15
表2-2 滿意度的定義........................................………….......…………......……….. 19
表2-3 滿意度的衡量方式........................................................................................... 21
表2-4 信任的定義................................…………..........…………......……............... 26
表2-5 信任的衡量方式............................................................................................... 28
表2-6 承諾的定義................................…………..........…………......……............... 32
表2-5 承諾的衡量方式............................................................................................... 35
表3-1 加盟總部的溝通策略的衡量題目................................................................... 47
表3-2 加盟者滿意的衡量題目................................................................................... 49
表3-3 加盟者對加盟總部的信任的衡量題目……………………………………... 49
表3-4 加盟者對加盟總部的信任的衡量題目……………………………………... 50
表3-5 加盟者對加盟總部的忠誠的衡量題目…………………………………….. 50
表3-6 問卷發放與回收情況....................................................................................... 52
表3-7 預試探索性因素分析與信度分析彙整…………………………………...… 53
表3-8 實測探索性因素分析與信度分析彙整…………………………………...… 56
表3-9 加盟者之樣本特徵........................................................................................... 59
表4-1 各構念之相關係數矩陣……………………………………………………... 60
表4-2 溝通策略對滿意、信任、承諾複迴歸分析……………………………………… 61
表4-3 滿意對信任、承諾複迴歸分析………………………….…………………………… 62
表4-4 信任對承諾、忠誠複迴歸分析………………………….…………………………… 62
表4-5 承諾對忠誠複迴歸分析……………………………………………………. 63
表4-6 假設檢定結果……………………………………………………. ………… 64
Ⅶ
表4-7 檢測中介效果成立之迴歸步驟與成立條件…………………...............… 65
表4-8 信任之中介效果…………………………………………………………. 66
表4-9 承諾之中介效果…………………………………………………………. 68
表4-10 中介效果假設檢定結果………………………..………............................. 70
Ⅷ
圖 目 錄
圖1-1 研究設計流程圖……………………………………………………………. 9
圖2-1 關係行銷之KMV 模型……………………………………………………. 31
圖3-1 研究架構圖…..…………………………………………………….…..….… 40

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