가맹본부 프로모션 지원이 가맹점의 기회주의에 미치는 영향 -관계특유투자와 전환비용의 순차적 매개효과를 중심으로-

This study investigates whether franchisor promotions can reduce franchisee opportunism in franchise channels through the sequential mediation of relationship-specific investment (RSI) and switching costs. Drawing on transaction cost economics and relationship marketing theories, we reinterpret promotions as a governance mechanism that can stabilise network behaviour beyond short-term sales increases. We conducted a survey of 250 Korean franchisees. We assessed measurement reliability and validity via confirmatory factor analysis (CFA), applying the Fornell–Larcker criterion to establish discriminant validity. We tested the research model using structural equation modelling (SEM) and employed bias-corrected bootstrapping to examine the significance of indirect effects along the sequential mediation path. The results indicated that franchisor promotions had a positive effect on RSI; higher RSI in turn increased switching costs, which subsequently reduced opportunism. The sequential mediation effect (promotion → RSI → switching cost → opportunism) was statistically significant, suggesting that promotions primarily influence opportunistic behaviour through these structural relationship mechanisms. The findings suggest that franchisors should prioritise sustained, cooperative programs that encourage franchisees to make relationship-specific investments, rather than relying on short-term sales promotions. They should also design integrated resource support systems to raise switching costs and reinforce franchisee commitment and compliance.