사업형 프랜차이즈 시스템에서 관계품질이 지식 공유태도와 행동에 미치는 영향

Ⅰ. IntroductionKnowledge management is generally recognized as a resource for sustainable competitiveadvantage. Knowledge management has become an important issue for business practitionersas well as academics and is an important factor in determining a major part of an organization’sperformance, especially inr business format franchise systems. Knowledge has been suggested to be a complex resource that has a high propensity tocontribute to sustainable competitive advantage. Most of studies on knowledge management inthe organization studies focused on relaltionships between person and person in the sameorganization or person and company. On the contrary, there have been few empirical studieson how knowledge is created and managed between franchisor and franchisees in businessformat franchise system. The purpose of this research is to develop a framework that purports to explain knowledgesharing in business format franchise system. This article is structured as following. First, we review current research on relationshipquality and knowledge sharing. second, we present and analyze relationship quality betweenfranchisor and franchisee. Lastly, we tried to analyze knowledge sharing attitude, intention,behavior on franchisee in business format franchise system. Ⅱ. Research Background and Research HypothesesKnowledge management has been defined as the process of capturing, storing, sharing, andusing knowledge(Daven and Prusak 1998). Many companies recognize that knowledge whichresides in their organizations may be leveraged for competitive advantage, but severalresearchers have investigated the barriers to knowledge sharing. Nonaka, Toyoma, andKonno(2000) argue that sharing knowledge requires affection, trust, and commitment betweenthe members. Limiting the domain of the behavioral intention model to the rational actor, intention toengage in a behavior is determined by an individual’s attitude toward that behavior(Ajzen andFishbein 1980). Research hypotheses are developed on the basis of literature review. The researchhypotheses are:H1: Trust has a positive effect on knowledge sharing attitude. H2: Commitment has a positive effect on knowledge sharing attitude. H3: Knowledge sharing attitude has a positive effect on knowledge sharing intention. H4: Knowledge sharing intention has a positive effect on knowledge sharing behavior. Ⅲ. Research Model and Respondent’s ProfileThe goal of this study is to examine the effects of trust and commitment on knowledgesharing, Research model is shown in <Figure 1>For this study, data were collected through survey with 247 franchisees engaging infranchising systems in Korea. Questionnaire for survey was developed on the basis of theliterature. And a pretest with 30 franchisees were conducted before the main survey of thisstudy. All items were assessed with 7-point likert scales. Ⅳ. Results and ConclusionsExploratory and confirmatory factor analyses were conducted to confirm validity andreliability of measures. With an adequate measurement model and an acceptable level of multicollinearity, theproposed hypotheses were tested with Lisrel 8.80. As a result, all hypotheses are statisticallysignificant. The results of the analysis are depicted in Table 2. As a result of this study, the franchisee’s trust and the commitment have a significant effecton the knowledge sharing attitude, the knowledge sharing intention and the knowledgesharing behavior. The theoretical implications of this study are as follows. Foremost, it has implication that ithas found the relationship between the franchisee’s relationship quality and the knowledgesharing that has not researched previously. Second, it is meaningful that it has structurally understood through analyzing a bigframework that consists of the franchisee trust, the commitment, the knowledge sharingattitude, the knowledge sharing intention, and the knowledge sharing behavior. Finally, it is very important for franchisors increse trust and commitment of franchiseesthrough implementing persistent instruction, support, training, communication and others. Trust and commitment can lead to a knowledge sharing. In addition, it could be possible toform a powerful ties with franchisees if franchisors offer communication and training serviceswhich can lead franchisees to form positive attitudes toward the franchisors.