환경 동태성이 기회주의적 행동, 장기지향성 및 재계약의도에 미치는 영향: 외식 프랜차이즈 가맹점을 대상으로

A prerequisite to this paper is that environmental changes are significant in long term orientation for the solidarity between franchisors and franchisees. Another prerequisite is that environmental dynamism is an important antecedent factor to opportunism and long term orientation, and that recontract will is a result factor of long term orientation. With these prerequisites, this paper tries to analyze the relations among the factors. Five conclusions were deduced through a face to face survey performed over 250 franchise restaurants in Seoul. Five conclusions are as follows:Firstly, dynamics-market demand(+) and dynamics-competitive market(-) are significantly relative to opportunism. Secondly, dynamics-environment system and dynamics-competitive market are positively relative to long term orientation, while market demand dynamism is negatively relative to long term orientation. Thirdly, dynamics-competitive market and dynamics-environment system are shown to have a positive relation to recontract will, while dynamics-competitive market and input environment dynamism have a negative relation to it. Forthly, opportunism shows a negative relation to long term orientation. Finally, opportunism is negatively relative to recontract will, while long term oientation is positively relative to it. This paper is expected to demonstrate that managerial strategies and administrative efforts are necessary, in the increasing levels of environmental dynamism, for administrating and controlling opportunism to develop and maintain positive long term relations between franchisors and franchisees