자기결정성이론을 통한 가맹점성과 연구: 가맹점사업자의 자율성과 기업가적 성향의 효과

Present study investigates how franchisee autonomy and entrepreneurship influence the quality of franchisor-franchisee partnership and franchisee performance. Using self-determination theory as a theoretical basis, a causal relationship was hypothesized that frianchisee autonomy has a positive relationship with the quality of franchisor-franchisee relationship and franchisee performance. As a result of data analyses from a survey with 154 franchisees in Korea, it was revealed that franchisor autonomy had positive influences on entrepreneurship and the quality of franchisor-franchisee relationship. It was also found that entrepreneurship had positive influences on the franchisor-franchisee partnership and frechisee performance and that franchisor partnership also had a positive influence on frianchisee performance. However, the franchisee autonomy did not have an direct influence on franchisee performance, which indicates that entrepreneurship was indirectly related with franchisee performance through the mediation of entrepreneurship and franchisor-franchisee partinership. The results of present study suggest that it is imperative to provide the franchisees with an optimal level of autonomy in order to motivate their entrepreneurship and maintain good relationship with their franchisor. In addition, a concrete strategy to grant the franchisees with an optimal level autonomy is discussed.