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研究生:林維峰
研究生(外文):Lin Wiw-Fong
論文名稱:探討專屬性資產、鑲嵌、非功能性衝突與投機行為對連鎖加盟業者續約意願之影響:以信任、依賴為中介變數
論文名稱(外文):The Effects of Asset Specificity, Embeddedness, Non-Functional Conflicts and Opportunistic Behavior on Franchisee's Willingness of Continuing: Trust and Dependency as Mediators
指導教授:吳立偉吳立偉引用關係
指導教授(外文):Wu Li-Wei
口試委員:林呈昱張國雄
口試委員(外文):Lin Chen-YuChang Kuo-Hsiung
口試日期:2014-03-27
學位類別:碩士
校院名稱:東海大學
系所名稱:國際貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:75
中文關鍵詞:加盟續約意願信任依賴
外文關鍵詞:FranchiseWillingness of ContinuingTrustDependence
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近年來,我國各產業競爭激烈,無一業者不使出渾身解數增加自身在市場上之競爭力,然而連鎖加盟便是一種由競爭轉為合作,上游與下游資源互助,藉此達到互利並增加市場競爭力的一種模式,因此不論是對加盟總部亦或是加盟者而言,續約之相關議題實不容小覷,以往加盟者對續約意願的評估總是以主觀判斷以及個人認知,並無一具體之模型輔助。有鑑於此,建立一套有效之續約意願相關模型顯得格外重要。

本研究透過彙整過去相關文獻,分別以專屬性資產、鑲嵌、非功能性衝突以及投機行為作為影響因子,透過因子是否影響中介變數(信任、依賴),最後使其加盟者之續約意願有所改變,而本次研究母體為我國連鎖加盟店之店長,共發放230份問卷取得202份有效問卷,透過研究結果顯示,加盟者所投入的專屬性資產、加盟者與總部的鑲嵌程度皆會對信任以及依賴產生正向影響,而總部的非功能性衝突、總部的投機行為則僅會對信任產生負向影響,對依賴之影響則不顯著,最後信任與依賴則將會對續約意願產生影響。透過本研究之結果,加盟者可透過觀察總部之專屬性資產、鑲嵌、非功能性衝突以及投機行為,決定是否選擇繼續續約,而總部若想永續合作則應在提高專屬性資產以及鑲嵌程度的同時,降低非功能性衝突以及投機行為。

In recent years, industries have been facing very fierce competition in Taiwan, so every industry in the market has been exhausting greatest efforts to improve competitiveness. Among them, franchise is a long-term cooperative relationship between two individuals for increasing competitiveness by integration of resources. For both franchisor headquarters and franchisees, renewal of the franchise agreement is an important issue. Therefore, it is important to establish such a model that can effectively evaluate franchisee's willingness for signing up the willingness of continuing. Basing on related researches in the literature, this study analyzing franchisee's willingness for the willingness of continuing, using asset specificity, embeddedness, non-functional conflicts and opportunistic behavior as factors and investigating whether these factors affect mediating variables (trust, dependence) and further affect the willingness of continuing.

In this study, the research population consists of all the managers of the chain stores in Taiwan. Total 230 questionnaires were distributed and 202 valid questionnaires were obtained. The results show that asset specificity and embeddedness have positive impacts on trust and dependency. However, non-functional conflict, opportunistic behavior has negative impact only on trust, but no significant effect on the dependence. Finally, the results also show that trust and dependency have impact on the willingness of renewal of franchise agreement. With the results of this study, franchisees can use these factors to determine whether to renew the contracts. Meanwhile, it also indicates that if franchisor headquarters want sustainable cooperation with their franchisees, they shall improve asset specificity and embeddedness and lower non-functional conflicts and opportunistic behavior.

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
第四節 研究架構 5
第二章 文獻探討 6
第一節 連鎖加盟體系 6
第二節 信任與依賴 8
第三節 交易成本與專屬性資產與假說 13
第四節 鑲嵌與假說 18
第五節 非功能性衝突與假說 23
第六節 投機行為與假說 27
第七節 續約意願 31
第三章 研究方法 34
第一節 研究假設 34
第二節 變數操作問項與衡量 35
第三節 研究對象、分析與問卷設計 38
第四節 資料分析法 41
第四章 實證結果 42
第一節 基本資料分析 42
第二節 信效度分析 49
第三節 相關性與共同方法變異分析 53
第四節 整體配適度 54
第五節 路徑分析 56
第六節 競爭模型分析 57
第五章 結論與建議 60
第一節 結論 60
第二節 管理意涵 63
第三節 研究限制與未來發展之建議 64
參考文獻 65
附錄一 73

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