외국어교육(영어교육)프랜차이즈의 지식이전과 프랜차이즈성과에 관한 연구: 신뢰, 몰입 매개효과와 역지식이전의 조절효과

[Purpose]The purpose of this study is to study the impact of knowledge transfer on franchise performance along with trust, immersion, and reverse knowledge transfer, and to strengthen the competitiveness of the franchise. [Methodology]This study derived seven hypotheses by examining related theories and previous studies. A survey was conducted on English education franchisees with questions verified in previous studies, and after reviewing reliability and validity, the hypothesis for the research model was verified. [Findings]It was confirmed that the knowledge transfer had a positive effect on the trust and commitment of the franchisees, and that this had a positive effect on the franchise performance. In the effect of knowledge transfer on franchise performance, the mediating effect of trust and commitment was confirmed, and the moderating effect of reverse knowledge transfer was confirmed to differ depending on the high group and the low group. [Implications]The value of interaction activities between franchise headquarters and franchisees was confirmed by applying the concept of reverse knowledge transfer to franchise company research with significance in enhancing knowledge transfer performance in franchises.