連鎖加盟者主動貢獻行為之研究

Franchisees' Proactive Contribution Behaviors

「加盟者的主動貢獻行為」是連鎖加盟體系穩定成長的重要關鍵。然而，在過去的研究中，對於加盟者主動貢獻行為的形成及其影響機制了解仍顯不足。本研究藉由認同理論及主動行為研究，提出加盟者主動貢獻行為模型；模型中包含「前置因素」、「中介機制」、與「干擾效果」。本研究以訪員親訪方式進行524 位加盟者之問卷調查，分析結果發現加盟者主動貢獻行為包含三個子構面，依其相對重要性大小分別為「主動口碑行為」、「主動協助行為」、及「主動訊息回饋」。其次，本研究發現「連鎖加盟體系的聲望」、「總部的支持度」、與「加盟者之獲利滿意度」會透過「體系的認同感」進一步影響加盟者的主動貢獻行為。最後，本研究亦發現「加盟者的主動特質」會強化其認同感之效果。此結果隱含在招募加盟者時，總部需考量到加盟者的主動特質。本研究的結果，除了深化過去連鎖加盟學理之外，亦提供經理人若干管理實務之建議。

This study proposes and tests a model of franchisees' proactive contribution behaviors. Results obtained from the self-reported data of 524 franchisees indicate that proactive contribution behaviors included three crucial components: positive word of mouth, supportive behavior toward other franchisees, and proactive information feedback. In addition, our results show that franchise-system prestige, headquarters' supportive behavior, and performance satisfaction combine to determine the proactive contribution behaviors of franchisees through the identification of the franchisee with the franchise system. The results also demonstrate that a proactive personality positively moderates the relationship between identification with the franchise system and proactive contribution behavior. We discuss the managerial implications of these findings, as well as several critical research issues and avenues.