連鎖加盟的成功關鍵在於加盟主與總部的合作無間方能使業主與總部各自獲得滿意的經營績效。然而過去加盟研究多偏向於總部方面的研究，無從探討加盟業主在雙方合作的過程中所扮演的角色。基於此，本研究冀望探討加盟業主所重視的經營成功因素為何？業主希望總部達成的經營條件為何？雙方是否存在認知差距？從而由業主的角度釐清總部應強化或減弱的經營作為，以便業主提高經營滿意度，進而樂於為加盟體系效命。
經過實證分析後發現，台灣連鎖加盟的成功因素分別為系統品質、廣告促銷、溝通、市場開發能力與加盟主經營能力。本研究並發現加盟主在經營成功因素上與總部存在認知差距。若加盟主與加盟總部在經營成功的因素上之認知差距越小，則加盟主的經營滿意度越高。反之加盟主與加盟總部在經營成功的因素上之認知差距越大，則加盟主的經營滿意度越低。再者，本研究發現，加盟主的特性中若加盟主在過去有過相關的工作經驗及已婚的加盟主在經營滿意上呈現較高的滿意度。至於加盟總部的特性則是對於加盟主的經營滿意度沒有影響。

The franchise system, which combines big business expertise and knowledge with small business entrepreneurism, has become a significant and growing portion of the global economy. In contrast to the widespread practice of franchising, there has been little empirical research in franchise relationship, particularly from the perspective of franchisees. Specifically, three questions guide my investigation:
1. To discover what are the success factors of Taiwan Franchise system?
2. To examine whether these success factors have any differences in distances between the perceptions of the franchisor and the franchisee.
3. What will the gap between franchisor and franchisee perceptions influence the franchisee satisfaction?
The findings show that there are five success factors. The first factor (system quality), and the second factor (advertisement and promotion) consist of variables that directly related to the quality of operating system and the franchise advertising. The third factor (communication) consist of variables that link the franchisee and the franchisor. The fourth factor (market development capability) consist of variables that franchisor’s capability of providing market information. The fifth factor (franchisee capability) consist of variables that represent franchisee personal capabilities. The findings also indicate that there are significant differences between franchisor and franchisee perceptions.

目 錄
第壹章 緒論
第一節 研究背景與動機………………………………………………1
第二節 研究目的………………………………………………………5
第三節 研究流程………………………………………………………6
第貳章 文獻探討
第一節 連鎖加盟之定義與種類………………………………………7
第二節 連鎖加盟之動機…………………………………………….15
第三節 連鎖加盟經營成功因素…………………………………….18
第四節 連鎖加盟總主與加盟總部的認知………………………….20
第五節 連鎖加盟體系的經營績效………………………………….21
第參章 研究方法
第一節 研究架構…………………………………………………….24
第二節 操作性定義………………………………………………….25
第三節 研究假設…………………………………………………….29
第四節 研究設計…………………………………………………….33
第肆章 資料分析與實證結果
第一節 敘述性統計分析…………………………………………….35
第二節 經營成功因素之建立……………………………………….37
第三節 經營成功因素認知差距與經營滿意度之關係…………….40
第四節 加盟主特性與經營滿意度之關係………………………….50
第五節 加盟總部特性與經營滿意度之關係……………………….51
第伍章 結論與建議
第一節 結論………………………………………………………….52
第二節 建議………………………………………………………….55
第三節 研究限制…………………………………………………….56
參考文獻
中文參考文獻………………………………………………………….57
英文參考文獻………………………………………………………….57
附錄
研究問卷……………………………………………………………….66
表 次
表2-1 臺灣連鎖體系經營型態分類表……………………………....10
表2-2 臺灣連鎖體系經營型態分類表(續)………………………….12
表3-1 訪談結果整理…………………………………………………25
表3-2 抽樣樣本………………………………………………………34
表4-1 樣本基本資料…………………………………………………35
表4-2 經營成功因素量表分析………………………………………37
表4-3 加盟主經營能力之主成份分析結果…………………………39
表4-4 信度分析表……………………………………………………39
表4-5 經營成功因素認知差距與經營滿意度的迴歸分析…………40
表4-6 經營成功因素認知差距與經營滿意度的複迴歸分析………41
表4-7 經營成功因素認知差距分類與經營滿意度關係…………….42
表4-8 經營成功因素經營滿意度類型彙總表………………………49
表4-9 加盟主特性與經營滿意度彙總……………………………….50
表4-10 加盟總部特性與經營滿意度彙總…………………………….51
表5-1 假設驗證結果彙總表…………………………………………53
表5-1 假設驗證結果彙總表(續)……………………………………..54
圖 次
圖1-1 研究流程…………………………………………………….6
圖3-1 研究架構…………………………………………………...24
圖3-2 經營合作類型……………………………………………...29
圖4-1 系統品質經營滿意度分析………………………………...43
圖4-2 廣告促銷經營滿意度分析………………………………...44
圖4-3 溝通經營滿意度分析……………………………………...45
圖4-4 市場開發能力經營滿意度分析…………………………...47
圖4-5 加盟主經營能力與經營滿意度分析……………………...48
圖 5-1 加盟合作類型與建議管理作為…………………………...55

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