모빌리티 기반 프랜차이즈 시스템 -디지털 모빌리티 환경에서의 프랜차이즈 시스템 재개념화-

This study examines how the diffusion of mobility technologies reshapes the structural foundations of franchise systems and proposes a conceptual framework termed the Mobility-Embedded Franchise System (MEFS). Traditional franchise systems have historically been organized around fixed physical outlets and geographically bounded territories, with governance, control mechanisms, asset structures, and responsibility allocation built upon the assumption of spatial stability. However, the rapid expansion of mobile retail formats, automation technologies, decentralized logistics infrastructures, and platform-mediated customer interfaces is increasingly weakening the spatial fixity that underpins conventional franchise arrangements. This research conceptualizes mobility not merely as an external environmental change but as an endogenous design element embedded within franchise system architecture. Drawing on agency theory, transaction cost economics, and franchise governance literature, the study identifies four interrelated structural transformations associated with mobility embeddedness: the data-driven reconfiguration of territorial structures, the emergence of algorithmic governance mechanisms, a shift in asset centrality from real estate and physical facilities to digital and robotic infrastructures, and the redistribution of performance responsibility from individual franchisees toward system-level coordination. By reconceptualizing franchising as a mobility-enabled network system characterized by dynamic data flows rather than a spatial replication model, this study provides a conceptual foundation for future empirical research on digital transformation, governance restructuring, and platform integration in franchise systems.