探討專屬性資產、鑲嵌、非功能性衝突與投機行為對連鎖加盟業者續約意願之影響：以信任、依賴為中介變數

The Effects of Asset Specificity, Embeddedness, Dysfunctional Conflict and Opportunistic Behavior on Franchisee's Willingness of Continuing: Trust and Dependency as Mediators

連鎖加盟構成近年來成長最快的零售業態，但連鎖加盟的快速擴張並非沒有挑戰。因此，不論是對加盟總部亦或是加盟者而言，續約之相關議題實不容小覷。本研究以專屬性資產、鑲嵌、非功能性衝突以及投機行作為影響因子，探討這些因子是否影響信任與依賴，並進而影響加盟者之續約意願。本研究共發放230份問卷取得202份有效問卷。結果顯示，專屬性資產、鑲嵌程度對信任以及依賴有正向影響效果，而非功能性衝突、投機行為則僅會對信任產生負向影響效果，信任與依賴則將會對續約意願產生影響。

Franchising constitutes the fastest growing retail format in history. However, the rapid expansion of franchising has not been without challenges. Thus, the renewal of the franchising agreement is an important issue for the franchisors and franchisees. This study uses asset specificity, embeddedness, dysfunctional conflict, and opportunistic behavior as factors and investigates their influence on trust and dependence and in turn affect the willingness of continuing. A total of 230 questionnaires were distributed and 202 valid questionnaires were collected. Results show that asset specificity and embeddedness positively affect trust and dependency. Dysfunctional conflict and opportunistic behavior negatively affect trust. Results also indicate that trust and dependency affect the willingness to renew franchise agreement.