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실패의 두려움이 현상유지편향을 매개로 사업지속의도에 미치는 영향: 가맹점사업자와 독립소상공인의 차이

The Effect of Fear of Failure on Business Continuity Intention Mediated by Status Quo Bias: Differences Between Franchisees and Independent Small Business Owner

박주영|신현정
한국프랜차이즈학회 (Korea Academic Society of Franchising)|2023.03|프랜차이징 저널 (Journal of Franchising)|제9권 제1호|pp. 1-24|DOI 10.22985/kasof.2023.9.1.001

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참고문헌

키워드

가맹점사업자Fear of Failure현상유지편향사업지속의도실패의 두려움독립소상공인Status Quo BiasBusiness Continuity Intention FranchiseeIndependent Small Business Owner

초록

가맹점사업자를 포함한 자영업자의 창업과 폐업을 반복하는 현상은 어제오늘의 일이 아니다. 엎친 데 덮친 격으로 코로나19 팬데믹의 여파는 온라인 플랫폼 시장의 확산, 언택트 비즈니스의 증가 등 경영환경의 대변화를 몰고 왔다. 굳이 사회적 거리두기가 아니더라도 물가상승에 잇단 원재료비 상승으로 인한 영업이익의 저하로 자영업자의 현실은 암울하기만 하다. 이런 와중에 자영업자들은 사업을 지속하며 폐업을 하더라도 곧 재창업한다. 본 연구는 코로나19란 비관적인 환경 속에서 실패의 두려움이 부정적인 감정을 활성화하여 사업지속의도를 감소시킬 것이나 현재에 머무르는 현상유지편향의 매개효과를 주목하고 사업지속의도에 미치는 영향을 파악하였다. 또한 가맹점사업자와 독립소상공인 간 실패의 두려움, 현상유지편향, 사업지속의도의 차이를 분석하였다. 본 연구의 분석 결과 실패의 두려움은 사업지속의도를 감소시키고 현상유지편향을 증가시킨다. 현상유지편향은 사업지속의도를 증가시키고, 현상유지편향은 실패의 두려움과 사업지속의도간의 관계에서 부분매개하여 사업지속의도에 긍정적인 영향을 미치는 것을 입증하였다. 가맹점사업자와 독립소상공인 두 집단의 각 구성개념간 차이는 현상유지편향과 사업지속의도가 유의하여 가맹점사업자보다 독립소상공인의 평균값이 더 컸으나, 실패의 두려움은 두 집단 간의 차이가 유의하지 않았다. 이러한 분석 결과를 바탕으로 소상공인들이 어려운 환경속에서 변화가 필요한 순간에도 사업을 지속하는 원인을 실증분석하고 가맹점사업자와 독립소상공인에게 정부와 공공기관은 현상유지편향을 예방하도록 지속적인 훈련프로그램을 시행하고 효과적인 컨설팅을 해야 한다는 실무적 시사점을 도출하였다.

Abstract

The phenomenon of repeating the establishment and closure of self-employed businesses, including franchisees, is not a thing of yesterday or today. To make matters worse, the aftermath of the COVID-19 pandemic has brought about major changes in the business environment, such as the spread of the online platform market and the increase in untact business. Even without social distancing, the reality of the self-employed is bleak due to a drop in operating profit due to a rise in raw material costs following inflation. Even in the midst of this, the self-employed continue their businesses and even if they close down, they soon start up again. In this study, in the pessimistic environment of COVID-19, the fear of failure activates negative emotions and reduces business continuity intention, but the mediating effect of the status quo bias, which stays in the present, was investigated and the effect on business continuity intention was identified. In addition, the difference in fear of failure, status quo bias, and business continuity intention between franchisee and independent small business owner was analyzed. As a result of the analysis of this study, the fear of failure decreases the business continuity intention and increases the status quo bias. The status quo bias increases business continuity intention, and it has been proven that the status quo bias has a positive effect on business continuity intention by partially mediating the relationship between fear of failure and business continuity intention. As for the difference between each construct of the two groups, the franchisee and the independent small business owner, the status quo bias and business continuity intention were significant, and the average value of the independent small business owner was higher than that of the franchisee, but the difference between the two groups in fear of failure was not significant. Based on these analysis results, we empirically analyze the reasons why small business owners continue to operate even at the moment when change is needed in a difficult environment, and the government and public institutions implement continuous training programs for franchisees and independent small business owners to prevent bias in maintaining the status quo bias and effectively Practical implications for consulting were derived.

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