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研究生:鄭世弘
研究生(外文):Shih-Hung Cheng
論文名稱:投機主義的管理機制與事後交易成本-以連鎖便利商店為例
論文名稱(外文):The Governance Mechanisms of Opportunism and Ex Post Transaction Costs in Chain Convenience Stores
指導教授:賴其勛賴其勛引用關係唐啟發唐啟發引用關係
指導教授(外文):Chi-Shiun LaiQi-Fa Tang
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:106
中文關鍵詞:交易成本理論資產專屬性關係規範投機主義事後交易成本
外文關鍵詞:Transaction cost theoryTransaction-specific assetsRelational normsOpportunismEx Post Transaction
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隨者國內連鎖便利商店不斷擴張,門市處處可見,相對的加盟總部與各門市間管理也越重要,因此本研究主要是探討行銷通路中,加盟總部透過管理機制的運用,對投機主義與事後交易成本的影響。以往在國內研究投機主義的實證很少,希望藉由此能提供連鎖便利商店相關知識,以降低成本與提昇效率。樣本資料是從114家連鎖便利商店所獲得資料,主要研究結果顯示如下:
一、若加盟總部擁有較多所有權,相對的可減緩加盟者的投機心態,也就是說,擁有所有權越高時,是可以抑制投機主義。
二、若有效減緩加盟者的投機主義,會降低事後交易中之談判成本與適應成本。
三、彼此間的關係規範越高,亦會降低談判成本,產生直接的影響效果。

With widespread of chain convenient stores in the domestic market, retail stores can be seen everywhere. It reflects the importance of management between chain headquarters and the retail stores. The purpose of the study is to discuss the impact of governance mechanisms from headquarters on the stores' opportunism and the effect of opportunism on the headquarters' ex post transaction costs. There are few empirical studies on opportunism in Taiwan. This research hopes to provide related knowledge and information on chain convenient store to further reduce cost and increase efficiency. The sample information is from 114 chain convenient stores, and the results are shown below:
1.If the chain headquarter controls more ownership, it can eliminate the opportunism attitude of the franchisees;
2.If the franchisees' opportunism were effectively reduced, it would also reduce the ex post transaction costs of negotiation and adjustment
3.The higher the relational norms between headquarters and franchisees, the lower the negotiation cost of headquarters. It means the relational norms have direct effect on the ex post transaction cost of negotiation.

目錄
第一章緒論……………………………………………1
第一節研究背景………………………………………1
第二節研究動機………………………………………2
第三節研究目的………………………………………4
第二章文獻探討………………………………………6
第一節交易成本分析…………………………………6
第二節管理機制 ……………………………………15
第三節不同型態的所有權 …………………………17
第四節資產專屬性 …………………………………17
第五節關係交易理論 ………………………………24
第六節投機主義 ……………………………………28
第七節連鎖便利商店 ………………………………30
第三章研究方法 ……………………………………41
第一節研究架構與操作性義 ………………………41
第二節研究假設 ……………………………………42
第三節問卷設計 ……………………………………47
第四節抽樣方法與樣本結構 ………………………51
第五節資料分析方法 ………………………………53
第六節信度、效度 …………………………………55
第四章研究結果與分析 ……………………………65
第一節廠商基本資料分析 …………………………65
第二節各構面之敘述性統計 ………………………66
第三節本研究理論模式架構 ………………………67
第四節巢狀分析 ……………………………………70
第五節完整模式分析結果 …………………………74
第六節結果討論 ……………………………………83
第五章結論與建議 …………………………………88
第一節管理涵義 ……………………………………88
第二節研究限制 ……………………………………89
第三節未來研究建議 ………………………………89
圖目錄
圖2-1-1 組織失靈架構………………………………… 10
圖3-1-1 研究架構圖…………………………………… 41
圖3-6-1 資產專屬性一階驗證性分析圖……………59
圖3-6-2 關係規範驗證性因素分析模式圖…………………… 60
圖3-6-3 投機主義驗證性因素分析模式圖…………………… 61
圖3-6-4 談判、監督、適應成本驗證性因素分析模式圖 …… 61
圖4-3-1 本研究之LISREL模型圖……………………………70
圖4-4-1 連續χ2差異性檢定(SCTDs)之決策樹模型 ……… 73
圖4-4-2 本研究連續χ2差異性檢定之結果…………………… 74
圖4-5-1 本研究之LISREL模型圖 …………………………… 75
圖4-5-2 本研究之因果關係路徑圖 …………………………… 79
表目錄
表2-1-1 交易成本的種類……………………………………… 12
表2-4-1 加盟店主加入連鎖加盟體系原因之調查…………23
表2-5-1 關係規範參考文獻……………………………………… 25
表2-7-1 為台灣連鎖加盟便利商店之比較表………………… 34
表2-7-2 統一超商、全家便利之特許加盟條件表 ……… 37
表2-7-3 統一超商、全家便利之委託加盟條件表 ……… 38
表3-3-1 連鎖便利商店問卷參考文獻 ………………………50
表3-4-1 連鎖加盟便利商店家數 …………………………………52
表3-4-2 問卷回收表 …………………………………………… 53
表3-6-1 資產專屬性探索分析………………………………… 56
表3-6-2 研究量表信度分析 …………………………………… 57
表3-6-3 資產專屬性之配適度評估 …………………………… 59
表3-6-4 關係規範模式之配適度評估 ……………………… 60
表3-6-5 投機主義之配適度評估 …………………………… 61
表3-6-6 事後交易成本之配適度評估 …………………………62
表3-6-7 各構面之複合信度 …………………………………… 62
表3-6-8 參數ψ值之相關矩陣 …………………………… 63
表3-6-9 區別效度 …………………………………………… 64
表4-1-1 基本資料 …………………………………………… 65
表4-2-1 各構面之描述性統計 …………………………… 67
表4-3-1 相關矩陣 …………………………………………… 68
表4-3-2 LISREL模型之隱藏及顯現變數表 …………………69
表4-4-1 巢狀分析模型………………………………………… 72
表4-5-1 整體模型配適度…………………………………………77
表4-5-2 各測量指標信度……………………………………78
表4-5-3 最大概似估計法(ML)之γ估計值 …………… 80
表4-5-4 最大概似估計法(ML)之γ估計值 …………… 81

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