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E90013
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加盟體系信任與承諾關係及其相關影響因素之研究
The Relationships of Trust and Commitment and the Relevant Factors in the Franchise System
1.陳正男
1.Cheng-nan Chen
1.國立成功大學企業管理學系(所)
1.Graduate Institute of Business Administration, National Cheng Kung University
001,002,003,004
1.國立成功大學企業管理學系(所)
1.Graduate Institute of Business Administration, National Cheng Kung University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2001-08-01
A.14 計畫執行期間(訖):2002-07-31
2002-04-012002-04-30
A.16 收到日期:2002-09-10
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台灣的連鎖體系之加盟店

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C.2 聯絡日期:2002-09-13
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1.國立成功大學企業管理學系(所)
1.Graduate Institute of Business Administration, National Cheng Kung University
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C.7 資料公開日期:2007-08-01
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1.加盟
2.承諾
3.信任
1.Commitment
2.Franchise
3.Trust
快速改變的競爭環境迫使企業必須尋求更有創造力和彈性的手段以因應競爭。許多企業的因應對策是建立和顧客及供應商的合作關係。連鎖加盟便是同行業者間由 競爭走向合作,或上下游業者尋求資源依賴,謀求互利的合作方式。加盟總部和加盟店的關係密切,雙方關係是否能有良性發展,乃是加盟體系是否能成功的關鍵因 素,然而至今仍相當缺乏適合於連鎖加盟體系的關係行銷模式,因此本研究將以關係行銷的兩大概念:信任與承諾為主軸,並且探討各別的重要影響因素,以整合成 更為完整的信任-承諾關係模式。

實證結果顯示本研究的模式是有效的,且具有相當高的解釋力,經濟滿足、非經濟滿足與非功能衝突是影響信任的重要變數,而影響承諾的重要變數是信任、特殊投資、目標一致性與依賴性。經濟滿足、非經濟滿足與非功能衝突透過信任對承諾有間接的影響力。

 Promptly changing environment has enforced businesses to seek for the creative and elastic means to survive. Many businesses adopt the policy of establishing a partnership with customers or suppliers. The franchise system is a cooperative way to obtain the synergy of sharing resources. The relationship between the franchiser and the franchisee is tightly connected and the beneficial development of the relationship is important for the franchise system. A model of relationship marketing for the franchise system is still deficient. Therefore, this research utilizes trust and commitment, two core concepts of the relationship marketing, as a pivot. We also explore the influence factors of trust and commitment. Finally, we integrate trust, commitment and other factors as a comprehensive relationship model.

Empirical results indicate that the model we proposed is effective and there is high ability for explaining the trust construct and the commitment construct. Moreover, economical satisfaction, non-economical satisfaction, and dysfunctional conflict are the important antecedents of trust while trust, idiosyncratic investment and goal congruence are the important antecedents of commitment. Finally, Trust is the mediator between economical satisfaction, non-economical satisfaction, and dysfunctional conflict and commitment.

D.16 完成檢誤日期:2004-08-05
D.17 預定釋出日期:2007-08-01
D.18 初次釋出日期:2007-08-01
D.19_1 最新版釋出日期:2007-08-01
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10.6141/TW-SRDA-E90013-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E90013
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