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研究生:陳信儒
研究生(外文):Hsin-Ju Chen
論文名稱:連鎖傳統冰品業加盟總部關係資本策略與加盟主續約意願關係之研究
論文名稱(外文):The Study of Relations between Headquarters Relational Capital Strategy and Franchisee’s Contract-Extending Intention in the Ice-Food Franchise Chain Industry
指導教授:郭德賓郭德賓引用關係
學位類別:碩士
校院名稱:高雄餐旅學院
系所名稱:餐旅管理研究所在職專班
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:109
中文關鍵詞:連鎖加盟關係資本續約意願
外文關鍵詞:Franchise ChainRelational CapitalContract-Extending Intention
相關次數:
  • 被引用被引用:7
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  • 評分評分:
  • 下載下載:131
  • 收藏至我的研究室書目清單書目收藏:0
本研究探討影響加盟主續約意願的相關因素,分析各項因素對續約意願的影響效果,並比較不同「個人背景特質」與「加盟總部」的加盟主在續約意願的差異性。由全省三家不同加盟總部的加盟主實證研究中發現:(1)「信任」、「承諾」、「資訊交換」對加盟主續約意願有顯著的影響效果,其中以「信任」對續約意願的影響最大,「承諾」次之,「資訊交換」最低。(2)在不同的加盟總部中,加盟主的續約意願有顯著差異,其中以QQ連鎖加盟總部的續約意願最高,良良連鎖加盟總部次之,旺旺連鎖加盟總部最低。(3)除了「年齡」、「學歷」、「經營型態」、「投資金額」之外,「性別」、「地區」、「年資」等個人特質的加盟主,在續約意願上並無顯著差異。

The study aims to identify and analyze related factors affecting the franchisee’s contract-extending intention of the franchise chain as well as to compare the differences of contract-extending intention by analyzing franchisees’ diverse characteristics.The investigation on franchisees from three headquarter chains present the findings as follows:(1)“Trust,” “commitment,” and “information exchange” have played significant roles in the franchisee’s intention.Of all the related factors, trust is the dominant one, commitment follows, and information exchange is the most subordinate one.(2)Franchisees’ intentions vary greatly with different headquarter chains, among which QQ franchise chain’s intention ranks the first, Liang Liang follows, and Wang Wang ranks the last.(3)“Age,” “education,” “business model,” and “investment expenditure” have significantly influenced the contract-extending intention, while “gender,” “region,” and “seniority” have not.

書名頁 i
博碩士論文授權書 ii
論文口試委員審定書iii
中文摘要iv
英文摘要v
誌謝vi
目錄vii
表目錄 ix
圖目錄x
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的4
第三節 研究對象5
第二章 文獻探討6
第一節 連鎖加盟的定義與本質6
第二節 關係資本相關研究12
第三節 續約意願相關研究22
第四節 國內關係資本相關研究整理24
第三章 研究方法27
第一節 研究流程27
第二節 研究架構與假設29
第三節 人員訪談32
第四節 問卷設計47
第五節 資料分析方法50
第六節 資料收集52
第四章 資料分析53
第一節 樣本結構分析53
第二節 問卷量表信度與效度分析57
第三節 關係資本與續約意願關係之探討61
第四節 加盟總部與個人背景特質差異分析62
第五章 研究結論與建議66
第一節 研究結果與討論66
第二節 研究結論與建議68
第三節 研究限制與後續研究建議72
參考文獻73
附錄一:訪談記錄80
附錄二:正式問卷108

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