환경동태성이 프랜차이즈 가맹점의 장기지향성에 미치는 영향:관계수명주기, 신뢰분위기의 조절효과

The franchise system is defined as contractual arrangements by which mutual obligations are performed between franchisor and franchisees on the basis of contracts. Because it is a open system like other distribution channel systems, franchise system have an unusual sensibility for environmental changes, especially, the changes of output and competitive sectors. Most franchisors, however, tend to face difficulties in building up long term relationship with franchisees in the face of environmental dynamism. Under environmental dynamism, actors are bounded in their rationality and find it difficult to maintain the relationship. therefore it is very important for franchise system managers to cope with and to maintain strong relationship with partners under dynamic environment. Despite the importance of environment management in franchise system, there have not been enough studies to understand the complexity of environmental dynamism. To put it concretely, there were little studies which separate the effects of environmental sectors, such as, input, output, competitive, and regulatory sector. Also confusion still exists in the effects of environmental dynamism on the relationship of franchise system. Some researchers have criticized dynamism as having negative effects on channel relationships, but some researchers have said otherwise.This study is an attempt to investigate the mechanisms through which environmental dynamism affects franchisee’s long term orientation. To put it concretely, this study has two objectives. The one is to fine the main effects of both the output and competitive sector dynamism on franchisee’s long term orientation. And the other is to find the moderating effects