프랜차이즈 가맹본부의 통제가 가맹점주의 신뢰 및 순응에 미치는 영향

This study was conducted to examine the effect of 'control' on 'trust' and 'compliance.' 'Control' and 'trust' were divided into two components respectively; 1) ‘process control' and ‘social control,' 2) 'competence' and 'integrity.' The SPSS 18.0 and AMOS 18.0 were used for frequency analysis, reliability analysis, confirmatory factor analysis (CFA), and structured equation model (SEM). CFA was performed confirm the validity and SEM was conducted to examine the causal relationship of the suggested model. A total of 300 samples were selected from franchisees of 36 franchise companies using convenience sampling method. The results of these analyses were as follows: First, ‘process control' and ‘social control' had an influence on 'competence.' Second, ‘process control' and ‘social control' had an influence on 'integrity.' Third, it was found that 'competence' and 'integrity' had strong relationship with 'compliance.' Unlike preceding research results, results of this study showed that ‘process control' had a positive effect on 'trust.' It was proven by the results that ‘process control' had a higher association with 'competence' than ‘social control' and 'social control' had a higher association with 'integrity' than ‘process control.'