프랜차이즈 시스템내의 갈등원인, 갈등 그리고 관계해지의도간의 관계에 관한 연구

Abstract

This study investigated the structural causal relationship among conflict's causes, conflict and dissolution intention between franchisors and franchisees in the franchise system. In particular, we focused on the moderation effect of environmental dynamism on this structural relationship. In the context of Chinese clothes' franchise industry, survey was conducted from the perspective of franchisees in order to verify the proposed 5 hypotheses. The 321 responses were used in final analysis. Testing these 5 hypotheses from perspective of franchisees, we found that (1) the exercise of coercive power, nonfulfillment of roles and distributive unfairness have positive impacts on conflict, but procedural unfairness has no impact on conflict in the statistics, (2) conflict has strong positive impact on the dissolution intention, and (3) environmental dynamism has the moderation effect only on the path between nonfulfillment of roles and conflict.