以搭便車觀點整合加盟者間競合因素之探討

Integrating the Critical Co-opetition Factors between Franchisees from the Free-riding Perspective.

蔡惠如(Hui-Ju Tsai)

指導教授 ： 王居卿

淡江大學/管理學院/企業管理學系碩士班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00765

摘要

本研究乃是一探索性研究，針對同一加盟體系下加盟者與加盟者之間微妙的競爭與合作關係進行探討。主要研究目的包括：（1）從代理理論觀點，探討可能形成加盟者間的競合關係因素；（2）從資源依賴觀點，探討加盟者間競合關係的因素；（3）從顧客知覺價值的角度，探討加盟者間競合關係的因素；（4）基於搭便車的核心觀念去整合以上各理論觀點並透過專家訪談，提出研究命題與策略建議。
本研究利用文獻及深度訪談的方式去蒐集資料，經資料的分析與歸納後提出以下命題：（1）個體的自私動機程度會影響加盟者間競爭與合作關係；（2）公共財的不可分割性程度會影響加盟者間競爭與合作關係；（3）個體保留努力程度會影響加盟者間競爭與合作關係；（4）加盟主的監管程度會影響加盟者間競爭與合作關係。

關鍵字

加盟 ； 競合 ； 搭便車

並列摘要

This thesis is an exploratory research, which probes into the competition and cooperation relation between franchisees in the same franchise system. The main purposes include: (1) to probe into the possible co-opetition factors between franchisees from the perspective of agency theory; (2) to probe into the possible co-opetition factors between franchisees from the perspective of resource interdependence; (3) to probe into the possible co-opetition factors between franchisees from the perspective of customer perceived value; and (4) Integrating the above viewpoints by free-riding perspective and proposing the proposition and strategy suggestion.
Through analyzing the related literature and gathering the information by in-depth interview, the following propositions are proposed in this research: (1) the individual’s self-interested will influence the competition and cooperation relation between franchisees; (2) the distinction of public goods will influence the competition and cooperation relation between franchisees; (3) the individual’s withholding of effort will influence the competition and cooperation relation between franchisees; and (4) the coercion form franchisor will influence the competition and cooperation between franchisees.

並列關鍵字

franchisee ； free-riding ； co-opetition

參考文獻

Aiken, M.and Hage, J.(1968), “Organizational Interdependence and Intraorganizational Structure,” American Sociological Review, Vol.33, pp.912-930.

Albanese, R., Fleet, D. D.V. (1985), “Rational Behavior in Groups: The Free-Riding Tendency,” The Academy of Management Review; Vol.10; pp.244-255.

Bergen, M., Dutta, S., Walker, O. C., Jr (1992), “Agency relationship in marketing: a review of the implication and application of agency and related theory,” Journal of Marketing, Vol.56, pp.1-24.

Bolton, R. N. and Drew, J. H. (1991), “A Longitudinal Analysis of the Impact of Service Change on Consumer Attitudes,” Journal of Marketing, Vol.55, pp.1-9.

Brickley, J. A. and Dark, F. H. (1987), “The choice of organizational form: the case of franchising,” Journal of Financial Economics, Vol.18, pp.401-420.