프랜차이즈 시스템에서 수동적 기회주의 통제를 위한 지배전략의 역할: 수요환경의 동태성의 조절효과를 중심으로

The basic purpose of our study is to investigate the relationship between franchiser and its franchisees. The main purpose of our study is to investigate how each different governance strategies(contract specificity, flexibility) of franchiser has different effects on franchisee’s passive opportunism. Another purpose is to examine the moderating effects of environmental dynamism of demand on the causal relationship between governance strategies and passive opportunism. An empirical study surveying 210 franchisee owner at 85 sizable franchisers in Korea was done. An analysis of the collected data indicates that the contract specificity of franchiser has a positive influence on franchisee’s passive opportunism, but the flexibility of franchiser does not have a negative influence on franchisee’s passive opportunism. This analysis also indicates that while environmental dynamism of demand has a negative moderating effect on the causal relationship between contract specificity and passive opportunism, it has a positive moderating effect on the causal relationship between flexibility and passive opportunism. At the conclusion, we discussed some theoretical contributions and managerial implications. we also presented some limitations of this study and the future research directions.