프랜차이즈 시스템에서 환경 불확실성이 가맹본부의 영향전략과 관계성과에 미치는 영향

Lifestyle changes, the development of Internet technology, and the pandemic of COVID-19 are increasing uncertainty across the industry. In Korea, where the proportion of self-employed people is high, it will be a serious problem. In particular, the greater the uncertainty, the more the franchise headquarters and franchises in the franchise industry, which account for a large portion of self-employed businesses, will be hit hard. If so, it is necessary to look at what Influence strategy should be used to build relationships as uncertainty increases. Until now, franchise system studies have been conducted focusing on the correlation and long-term relationship of system success. This study deals with the effect of environmental uncertainty on the influence strategy(noncoercive influence strategy and coercive influence strategy) between franchise headquarters and franchisees in the franchise system, the relationship continuity and multi-shop operation intention. As a result of a survey of 206 franchise owners operating franchisees, environmental uncertainty was found to have a positive (+) effect on the coercive influence strategy, and the noncoercive influence strategy of the franchise headquarters had a positive (+) effect on the trust of the franchise headquarters. The coercive influence strategy of the franchise headquarters had a non-positive (-) effect on the trust of the franchise headquarters. In addition, it was found that the trust of the franchise headquarters had a positive (+) effect on the intention to sustain the relationship and the intention to operate multiple stores. Finally, the results and implications of the study, limitations, and future research directions were presented. The results of this study provide implications for the franchise industry, where multi-shop operation intention is becoming important in addition to practical and academic implications.