臺灣博碩士論文加值系統

國外學者對於加盟連鎖系統的研究大致可分為兩大類，第一類是以資源稀少理論及代理理論(交易成本)的觀點，探討加盟連鎖系統形成的原因；第二類是以生命週期模型探討總部的經營策略與所有權移轉問題。本研究則嚐試以加盟者的角度出發，探討加盟動機與合作意願之間的關聯性。加盟者與加盟總部間的信任與依賴行為是本篇論文的中介變項。
　　本研究之目的在於測試以下二個假設：1. 越希望藉由加盟來滿足生存需求的加盟者，越依賴總部；而越依賴總部的加盟者，越願意和總部合作。2. 越希望藉由加盟滿足關係需求或成長需求的加盟者，越信任總部；而越信任總部的加盟者，越願意和總部合作。
　　本研究係以結構式問卷作為測量的研究工具，樣本包含78位便利商店加盟者，資料主要以相關分析及路徑分析作檢定，檢定結果皆部份支持上述兩項假設。

From previous studies on the franchising system, two lines of inquiries were found. The first one focused on the discussions of the existence of the franchising systems based on Resource Scarcity Theory or Agency theory (Transaction Costs); the second one focused on the discussions of franchisors'' strategy and ownership redirection during the life cycle model of a franchising system. This research tries to explore the relationship between franchisee’s motivation to take part in a franchising system and their subsequent cooperative behaviors in the system. Trust and dependency are the two moderating factors suggested in this research.
Two hypotheses were developed in this study: (1) Franchisees who take part in a franchising system so as to satisfy their existence needs tend to be more dependent on the franchisor and more cooperative in the system. (2) Franchisees who take part in a franchising system so as to satisfy their relatedness or growth needs tend to be more trusted in the franchisor, and in turn, be more cooperative in the system.
Data were collected using a structural questionnaire. The samples included 78 franchisees for the franchising system of convenience stores. Correlation and path analysis were employed to analyze the data. Results partially supported both hypotheses.

目 錄
第壹章緒論 4
第一節研究背景 4
第二節研究動機與研究問題 6
第三節研究流程7
第貳章文獻探討8
第一節加盟考慮因素8
第二節動機理論10
第三節依賴性13
第四節信任18
第五節合作33
第六節研究假設37
第參章研究設計39
第一節研究架構39
第二節變數之操作性定義40
第三節資料蒐集44
第肆章資料分析45
第一節樣本結構45
第二節分析結果47
第伍章結論與建議53
第一節研究結論53
第二節管理意涵56
第三節研究限制58
第四節後續研究建議59
圖 目 錄
圖1-1　研究流程7
圖2-1　買賣關係的假設性範圍19
圖2-2　信任的整合模型27
圖2-3　批發商觀點的工作合夥模型30
圖2-4　製造商觀點的工作合夥模型30
圖3-1　研究架構39
圖4-1　生存需求、依賴性對於合作之徑路分析圖49
圖4-2　關係需求、成長需求與信任對於合作之徑路分析圖52
表 目 錄
表1-1　台灣地區便利商店店鋪數推移趨勢(%為年成長率)5
表2-1　依賴性的決定因素15
表2-2　依賴性的影響17
表2-3　間斷式交易與關係交易之比較20
表2-3(續1)　間斷式交易與關係交易之比較21
表2-3(續2)　間斷式交易與關係交易之比較22
表2-4　信任發展階段與涉及的因素24
表2-5　信任的決定因素28
表2-6　信任的影響32
表4-1　有效樣本男女比例45
表4-2　有效樣本年齡分布情形45
表4-3　有效樣本教育程度分布情形46
表4-4　有效樣本轉換加盟系統情形46
表4-5　生存需求、關係需求、成長需求、依賴性、信任與合作之平均數、標準差及相關係數47
表4-6　生存需求對於依賴性之路徑分析表48
表4-7　生存需求與依賴性對於合作之路徑分析表49
表4-8　生存需求對於合作之路徑分析表49
表4-9　關係需求與成長需求對於信任之路徑分析表50
表4-10　關係需求、成長需求與信任對於合作之路徑分析表51
表4-11　關係需求與成長需求對於合作之路徑分析表51
表5-1　研究結果53

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