論連鎖加盟之費用結構

The Study of the Fee Structure in Franchising

江瑞敏(Jui-Min Chiang)

指導教授 ： 曾盛恕 ； 沈永正

元智大學/管理學院/管理研究所/碩士(2002年)

摘要

企業為了迅速擴展市場，在有限的資源之下，加盟形態應運而生。連鎖加盟不但可作為有利於企業的快速發展的一種經營模式，同時也可以為資金有限、缺乏經驗、具有投資創業意願的個人提供一個相對較低風險的創業機會，因而近十年來加盟事業的商業型態之觸角已經遍及了幾乎所有的零售業和服務業，亦風行全世界。而不論對加盟總部或加盟者而言，加盟合約中的權利金及加盟金乃是最攸關的核心部分，因此有關於加盟合約協議中的權利金及加盟金，常被學者用以進行探討的主題，然而至今在這方面的研究結果仍爭議不斷。
本研究認為過去研究多以一般迴歸進行分析，而忽略加盟金及權利金互為內生變數的可能，以及可能同時存在有第三變數（干擾變數）之影響，因而可能產生參數估計偏誤，本研究建立聯立方程式，試圖利用二階段最小平方法，以及同時發展一個整合性的影響指標，進一步針對加盟金及權利金間的相關性進行分析。最後，研究結果發現加盟金及權利金之間的關聯性為一顯者的負向關係；同時亦發現市場競爭力愈高，則加盟金及權利金也相對愈高，此外，市場競爭力亦對加盟金及權利金之間為負相關的結果產生干擾現象。

關鍵字

權利金 ； 加盟金 ； 加盟授權費用 ； 二階段最小平方法 ； 市場競爭力

並列摘要

The business format of franchise has been adopted widely for firm’s expansion concerning its constrain of resources. Franchising provides a vehicle for the ones who are lack of monetary resource and managerial experiences but are highly motivated to be entrepreneurs to forge their ventures with less risk. Consequently, franchise becomes a popular business format in retailing as well as service industry worldwide. The key issue of the business format is the tariffs of the franchise fee and the running royalty, which is also the most studied topic in the literature. Nevertheless, the topic regarding the tariff is unsettled thus far.
The present paper argue that there might be a moderating variable (market power) that may confound the investigation of the strategic relationship between the fee and the royalty which was used to be investigated with ordinary least square regression. To this end, we construct a market power index to disentangle the confounding effect. With the index, we utilize the simultaneous equations modeling and two-stage least square regression to estimate the relationship of two tariffs. The results show that the relationship between fee and royalty is negative and statistically significant. In addition, it is found that the market power of the franchise also drives up the fee and the royalty that the franchisers can exert. Finally, the market power does confound the relationship between the two tariffs which reduce the significance level however does not affect its direction

並列關鍵字

royalty rate ； franchise fee ； two-stage least square ； market competing power

參考文獻

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