외식프랜차이즈 본사의 영향전략이 가맹점의 영역초월행동에 미치는 영향 :본사의 기업가지향성의 조절효과를 중심으로

The purposes of this study were to understand how franchisor's influence strategies influenced franchisee's boundary spanning behaviors and how franchisor's entrepreneurship influenced franchisee's boundary spanning behaviors. This study also analyzed whether franchisor's entrepreneurship played a moderating role in the causal relationship between franchisor's influence strategies and franchisee's boundary spanning behaviors. Based on a total of 698 self-administered questionnaires obtained from franchisees(food-service unit owners or managers) in Korea, frequency analysis, exploratory factor analysis, reliability analysis and hierarchical regression analysis were conducted. The research findings showed results that firstly, promise (β=0.292), threat (β=-0.256), recommendation (β=0.200), information exchange (β=0.359), request(β=-0.097) and legalistic plea(β=-0.137) had a significant effect on franchisee's boundary spanning behaviors and secondly, franchisor's entrepreneurship had a significant positive effect on franchsee's boundary spanning behavior. In addition, the effects of franchisor's promise(β=0.168) and threat(β=-0.075) on franchisee's boundary spanning behaviors were found to be partially moderated by franchisor's entrepreneurship. Franchisees wanted franchisors to execute a high level of entrepreneurship and deliver a promise in an influence strategy. Limitations and future research directions were also discussed.