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프랜차이즈 본부의 통제시스템이 가맹점의 기회주의에 미치는 영향: 가맹점주 조절초점의 조절효과
한부길 ( Boo Gil Han ),김상덕 ( Sang Duck Kim ) 한국유통물류정책학회 2014 유통물류연구 Vol.1 No.1
본 연구는 프랜차이즈 본부가 가맹점의 통제시스템인 행동통제, 산출통제, 클랜통제를 적용하여 어떠한 역할을 하는지를 분석하고 가맹점의 기회주의에 행동통제, 산출통제, 클랜통제가 미치는 영향을 검증하는데 그 목적을 두고 있다. 또한 두가지 조절초점인 향상초점과 기회주의와의 관계, 예방초점과 기회주의와의 관계를 적용한 연구모형을 수립하였으며 이와 관련한 가설들을 검증하였다. 실증분석을 위해 설문조사를 실시하였고, 총 196부의 프랜차이즈 가맹점을 대상으로 한 위계적 회귀분석 결과 행동통제와 클랜통제는 기회주의에 負의 영향을 미쳤지만 산출통제는 유의적 영향을 미치지 않았다. 다음으로 프랜차이즈 본부의 통제시스템과 기회주의간 관계에서 조절초점의 조절효과에 관하여서는 산출통제가 향상초점의 조절효과와 負의 영향을 미치는 것으로 나타났다. 또한, 행동통제와 예방초점의 조절효과가 기회주의에 負의 영향을 미치는 것으로 나타났다. This research aims to analyze the roles of franchisor by applying behavior control, output control and clan control, which are the control systems of a franchisee and to verify the impacts on the relation between the opportunism and the behavior control, the output control and the clan control. Hence, we established a research model as reliability verification, validity analysis, and regression analysis and verified the significance of the model and an individual hypothesis by applying the relation between the promotion focus, which is the regulatory focus, and the opportunism and the relation between the prevention focus and the opportunism. A total of 250 surveys were conducted through individual interviews by selecting franchisees, which have been running for more than one year of the Gyeongsangnam-do, Busan, and Ulsan-based food service franchises as targets. Of these, we finally collected 196 questionnaires and set them as the final targets of analysis after removing the questionnaires which were considered to be insincere and to be difficult to analyze. We conducted the characteristic analysis of samples in order to analyze the collected data and examined the reliability and validity for each question and then conducted the difference analysis from the hypothesis testing. The summary of the results of the hypothesis verification is as follows. First of all, in the hypothesis on the control system of the franchisor and the opportunism of the franchisees, first, the behavior control of the franchisor had a negative effect on opportunism of the franchisees. Second, the output control of the franchisor had no significant effect on the opportunism of the franchisees, and third, the clan control of the franchisor had a negative effect on the opportunism of the franchisees. Next, of the hypotheses on the promotion focus in the relation between the control system and the opportunism, fourth, a hypothesis that a negative effect of the behavior control of the franchisor on the opportunism of the franchisees would be greater when the franchisees have the promotion focus than when they don`t have it was not adopted, and fifth, a hypothesis that a negative effect of the clan control of the franchisor on the opportunism of the franchisees would be greater when the franchisees have the promotion focus than when they don`t have it was adopted. Sixth, a hypothesis that a negative effect of the clan control of the franchisor on the opportunism of the franchisees would be greater when the franchisees have the promotion focus than when they don`t have it was not adopted, and lastly, of the hypotheses on the role of the prevention focus in the relation between the control system and the opportunism, seventh, a hypothesis that a negative effect of the behavior control of the franchisor on the opportunism of the franchisees would be greater when the franchisees have the prevention focus than when they don`t have it was supported, eighth, a hypothesis that a negative effect of the output control of the franchisor on the opportunism of the franchisees would be greater when the franchisees have the prevention focus than when they don`t have it was not adopted, and lastly, a hypothesis that a negative effect of the clan control of the franchisor on the opportunism of the franchisees would be greater when the franchisees have the prevention focus than when they don`t have it was not also adopted. If overall reviewing the implication of this research, a control in the opportunism of the franchisees shall be existent but is preferable to operate as a horizontal partnership, and we intended to suggest a research direction for an appropriate use by referring to the ambidexterity of the promotion focus and the prevention focus since the moderating effect of the regulatory focus is activated when behaving.
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