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.
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