加盟業主表見代理授權人責任之研究－－綜合分析我國與美國實務見解

Franchisor Liability Based on an Apparent Agency: The Comparative Analysis of Taiwan and the U.S. Perspective

加盟通常是指加盟業主允許加盟店使用其商標、提供經營輔導，並要求加盟店遵循一致性原則。相對地，加盟店同意支付加盟業主加盟費與權利金，嚴格遵守加盟業主所制定之一致性原則，是加盟體系的特徵，加盟業主藉此確保提供消費者品質一致的產品或服務。特別是加盟店被要求遵從「一致性形象」，經由一致的廣告、標誌、菜單與標準，展現連鎖加盟體系一致性。

Franchise generally means a franchisor permits a franchisee to use its trademark, provides the franchisee with instruction, and requires a franchisee to follow uniform principle. In return, a franchisee agrees to pay the franchisor an initial fee and a continuing royalty. Strict adherence by the franchisee to the franchisor’s uniform principle is a hallmark of the franchise system. The franchisor ensures that its product or service is presented to the consumer in a consistent and uniform manner. Specifically, the franchisee was required to comply with a “consistent image” created through advertising, signs, menus, and standards. Article 169 of Civil Code provides the following definition of apparent agency theory: A person, who by his own acts represents he has conferred the authority of agency to another person, or who knows that another person declares himself to be his agent and failed to express a contrary intent, shall be liable to the third party as a person who has conferred that authority, except the third party knew, or might know of the absence of authority. For the reason, the franchise system makes it vulnerable to attack based on a theory of apparent agency. It trouble the franchisor, franchisee and law enforcers concerning the application of the law to certain cases.