힘의 불균형 계약관계에서 프랜차이즈 본부의 상호작용공정성이 가맹점의 몰입, 도덕적해이 및 지각성과에 미치는 영향
The Effects of Franchisor’s Interaction Justice on Franchisee’s Commitment, Moral Hazard, and Perceived Performance in Power-Asymmetry Relationship
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초록
본 연구의 목적은 힘의 불균형을 특징으로 하는 프랜차이즈본부(이하: 본부)와 프랜차이즈 가맹점(이하: 가맹점)의 계약관계에서 가맹점이 바라는 본부의 행동이 가맹점의 태도와 행동에 미치는 영향을 알아보는 것이며 연구대상은 혼합형 지배구조인 프랜차이즈시스템이다. 역할 및 대본이론과 대리인이론에 근거하여 본부의 상호작용공정성이 가맹점의 몰입과 도덕적 해이 및 지각성과에 영향을 미칠 것으로 보고 가설을 설정하였으며 연구결과는 다음과 같다. 첫째, 힘의 우위에 있는 본부의 상호작용공정성이 가맹점의 몰입을 높이고 도덕적 해이를 낮추는 것으로 나타났으며 특히 몰입에 더 큰 영향을 미치는 것으로 나타났다. 둘째, 긍정적 태도인 몰입이 부정적 행동인 도덕적 해이를 낮추는 것으로 나타나 긍정적 태도를 통해 부정적 행동을 낮출 수 있음을 말해준다. 셋째, 가맹점의 태도와 행동인 몰입과 도덕적 해이가 지각성과에 영향을 미치는 것으로 나타났다. 지금까지 힘의 불균형 계약관계에서 약자의 행동, 그것도 부정적 행동에 초점을 맞추어 연구해왔다. 반면 본 연구결과는 약자가 강자에게 바라는 행동이 약자의 태도와 행동을 낳고 이것이 높은 지각성과로 이어지는 선순환(virtuous cycle)이 가능함을 보여주고 있다.
Abstract
The objective of this article is to analyze interaction justice as an antecedent of agency's commitment, moral hazard and perceived performance in power-asymmetry relationship. The franchise system to study in this research is a good example of power-asymmetry called as principal-agency relationship. Hypotheses based on justice theory, role-script theory and reciprocity norm theory were empirically tested. Major findings in this study as follows: First, principal's interaction justice increase agency's commitment and decrease its moral hazard. Especially interaction justice has more effect on commitment than moral hazard. Secondly, agency's positive attitude called as commitment decrease its moral hazard. So we can say that it is efficient to curb negative behavior by positive attitude. Third, agency's commitment and moral hazard have positive effect on its perceived performance of the relationship. Until now we has studied not principal's behavior but agency's behavior, especially the negative side. Based on these findings we can say that we as a principal don't want agency's negative behavior. we must act according to the justice principle and reciprocity principle.
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