예비창업자의 프랜차이즈 기업브랜드 선택속성과 브랜드 선택의도의 관계에서 신뢰의 매개효과

The brands of franchises are highlighted as important factors which provide positive effects in the choice of franchises and in continuous business decision-making behaviors. At this, this study attempts to investigate which brand choice attributes affect brand choice intentions in the selection of franchise brands by those who are planning to start a business through a franchise, and to confirm whether trust has mediating effect on brand choice intentions. The surveys were given to future business candidates on franchise corporate who working in hotel or resort restaurants at that time. The result shows that high perceptions of brand choice attributes(business reputation, corporate capacities, business brand personality, product quality, distribution quality, mutual human relationships, know-how and service level) increase brand choice intentions, but ‘time to market’ has not significant effect to brand choice intention. Also all brand choice attributes affect brand choice intentions with trust as mediating. Especially credibility-based trust mediates fully on the effect that business reputation has on brand choice intentions. The implication of the study is that startup business candidates select franchise brand based on trust to that corporate.