관계 수준과 관계 변화속도가 프랜차이즈 관계 성과에 미치는 영향

Purpose: A franchise is a business relationship governed by contract between franchisee and franchisor. Typically, a franchisor wants to open their product or service and extend to their brand into new market, but alsoa franchisee wants to acquire the right and use franchisor's trademark by paying for the fees. A franchise is basedon interdependent relationship to approach the goals of both the franchisor and franchisees. In addition, therelationship between the franchisor and the franchisee is dynamic, not static. However, the most studies havedescribed a only focusing on relationship a static snapshot of the level of relational constructs. There are severalpotential shortcomings for understanding the relationship between the two parties. So, Firstly, this study identifies the effect of benefits and sacrifices of franchisees in a joint on the level ofdependence in the relationship. Also, this study examines the effect of the level of dependence in the relationshipon franchisee's commitment to the business and their intention to recontract. Secondly, by using the concept ofvelocity, or the rate and direction of change in constructs, the authors are trying to incorporate for the dynamiccomponents of benefits and sacrifices by the capture the changes as time gone and to find not only the effect of itsvelocity on the dependence velocity, but also dependence velocity on both commitment velocity and intention torecontract. Research design, data, and methodology: For these purposes the authors investigate the extant researches, anddevelops a structural model to assess brand reputation, the opportunistic behaviors of the franchisor, specificinvestment of the franchisee as the antecedents of dependence. In order to the test hypotheses, We collect datafrom 250 franchisees operating a food franchise in Seoul and analyzes it using structural equation modelingmethods. Results: The results of this study are as followings. Firstly, both brand reputation level and specific investment level affect the level of dependence of franchisee, but also brand reputation velocity, opportunistic behaviorvelocity and specific investment velocity affect the velocity of dependence. Secondly, the dependence level affectthe commitment level and the dependence velocity affect the commitment velocity respectively. Also, thecommitment level and commitment velocity affect the intention to recontract, and the commitment level has agreater effect on the intention to recontract than the commitment velocity. Conclusions: The findings of this study are as followings. Firstly, this study suggests that the relationshipbetween franchisor and franchisee should consider the velocity of the relational constructs as well as the currentlevel of the relational constructs in order to better understand the relationship. Secondly, it is necessary to makefranchisee rely on the franchisor in order to increase the intention of recontract. To do this, it is important tomanage the brand reputation constantly. Also, It is necessary to understand the role of velocity of relational constructs.