臺灣博碩士論文加值系統

本研究主要研究前在加盟者對於加盟業者所提供的加盟系統所產生的加盟意願。我們提出六個因子並使用迴歸級干擾效果去檢測我們的假說。結果顯示出：(1)高品牌知名度正向影響加盟意願並能驅使加盟行為的產生。(2)加盟資訊對加盟者而言，僅僅是個參考和敘述性的資料，並無誘發加盟意願。(3)不確定因素所產生的知覺風險限制住加盟者的加盟因素。(4)營運上的複雜度會增加加盟者在經營上的困難度和成本的增加。(5)把價格當作是干擾效果，降低品牌知名度對加盟意願的效果。本研究在管理意涵提供加盟業者應著重在哪些構面去吸引加盟者加盟，同時也對未來的研究發展提供一些建議。

This paper studies the determinants that influence on franchisee’s purchase intention in franchising system. We propose six factors and use regression and moderator to test our hypotheses. Results demonstrate that (1) high brand awareness positive affects purchase intention and is a trigger for making a join behavior. (2) Product information is merely descriptive information and view as a reference with no beneficial to franchisees’ purchase intention. (3) Perceived risk generates uncertainty and constraint franchisee’s join behavior happened. (4) Complexity causes it toughly and costly for franchisee to implement the franchisor’s required behavior under all situations However (5) given price as a moderator, the effect of brand awareness on purchase intention become weaker slightly. This study contributes some managerial implications for franchisors who should try to focus on some dimensions to attract franchisee to join. This study is also provides some suggestions for further researches.

1. Introduction 1
2. Literature Review 3
2.1 Brand Awareness 3
2.2 Product Information 4
2.3 Purchase Intention 6
2.4 Perceived Risk 7
2.5 Complexity 8
2.6 Price 8
3. FRAMEWORK AND HYPOTHESES 10
3.1 The relationship between brand awareness and purchase intention 10
3.2 The relationship between product information and purchase intention 11
3.3 Moderator of perceive risk, reference price, and complexity 11
4. Method 14
4.1 Measures 14
4.2 Reliability analysis 15
4.3 Sample collection 15
4.4 Correlation 17
4.5 Regression Model 18
4.6 Moderating effect 22
4.7 Summary of hypotheses 26
5. General Discussion 27
5.1 Summary of findings 27
5.2 Managerial Implication 29
5.3 Limitation and Future Research 31
6. Reference 33

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