외식기업 CEO의 기업가지향성과 사회적 자본이 프랜차이즈 사업화 의도에 미치는 영향

This study analyzed the relationship between entrepreneurship orientation and social capital of the CEO in dine-out company on the opportunity competence and intention to commercialize with the franchise system. Based on the data from 244 CEOs of food service companies in Korea were conducted. As main results, first, in the relationship between entrepreneurship orientation and social capital and opportunity recognition, it was found that innovativeness and proactiveness in entrepreneurship, and network in social capital had significant effect on opportunity recognition. Second, in the relationship between entrepreneurship orientation and social capital and opportunity evaluation, risk-taking, proactiveness, and network had a siginficant positive effect on opportunity evaluation. Third, in the effect on the intention to commercialize a franchise, risk-taking, opportunity recognition, and opportunity evaluation had a significant positive effect on the intention to commercialize the franchise. Fourth, frnanchise suitability as a moderator between opportunity competency and intention to commercialize the franchise. franchise suitability was found to have a moderating effect in the relationship between opportunity recognition and franchise commercialization intention. These research results seem to be able to reinforce the competency factors of CEO in foodserivce restaurant companies to extend their business with franchise system, and further suggest a policy plan for a market expansion strategy based on franchise suitability.