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가맹점사업자의 낙관주의가 회복탄력성을 매개로 사업지속의도에 미치는 영향

The Effect of Franchisee's Optimism Tendency on Business Continuity Intention mediated by Entrepreneurial Resilience

박주영|신현정
한국프랜차이즈학회 (Korea Academic Society of Franchising)|2022.07|프랜차이징 저널 (Journal of Franchising)|제8권 제2호|pp. 1-22|DOI 10.22985/kasof.2022.8.2.001

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키워드

회복탄력성낙관주의ResilienceOptimism사업지속의도Business Continuation Intention

초록

지난 2년여간 코로나19의 확산으로 말미암아 프랜차이즈 산업은 격변기를 겪었다. 특히 외식 프랜차이즈 업계는 사회적 거리두기로 인한 영업제한, 물류비·인건비 상승, 원부재료 인상에 위생문제 논란, 가맹본부의 갑질문제까지 터져나왔다. 이러한 여파로 매출은 감소했으나 빚은 늘어 자영업자 대출은 코로나19 이전인 2019년말 대비 40.3% 증가했다. 또한 비대면 소비 트렌드로의 전환 등 산업 전반에 불어 닥친 변화의 물결은 충격이 매우 크다. 이제 가맹점사업자 뿐 아니라 자영업자는 장애를 딛고 새로운 도약을 준비해야 할 시점이다. 이에 본 연구는 현재 또는 미래에 일어날 상황 혹은 결과에 대해 긍정적으로 생각하거나 기대는 경향을 나타내는 낙관주의 개념과 현실과 변화를 수용하고 위험과 책임에 대처하고 원상태로 복귀하려는 의지인 기업가적 회복탄력성 개념을 사용하여 사업지속의도에 미치는 영향을 실증적으로 검증하였다. 본 연구의 분석결과 기업가적 회복탄력성은 낙관주의가 사업지속의도 간의 관계에 매개하여 긍정적으로 영향을 미치는 것을 입증하였다. 이러한 분석결과를 바탕으로 가맹본부는 가맹점주의 효과적인 지원과 관리방안을 마련하고 정부 및 공공기관은 무분별한 소상공인 지원책이 아니라 정량적 요소와 함께 정성적 요소를 고려한 실제적이고 효과적인 소상공인 지원정책방향을 제시해야 한다는 시사점을 도출하였다.

Abstract

Over the past two years, the franchise industry has undergone upheaval due to the spread of COVID-19. In particular, the restaurant franchise industry has been exposed to business restrictions due to social distancing, increased logistics and labor costs, sanitation issues due to increase in raw materials, and even the franchisor's abuse of power. In the aftermath of this, sales decreased but debt increased, and loans to self-employed people increased by 40.3% compared to the end of 2019, before Corona 19. In addition, the wave of change that has blown across the industry, such as the shift to non-face-to-face consumption, is very shocking. Now is the time for not only franchisees but also the self-employed to overcome obstacles and prepare for a new leap forward. Therefore this study uses the concept of optimism, which indicates the tendency to think or expect positively about the present or future situation or outcome, and the concept of entrepreneurial resilience, which is the will to accept reality and change, cope with risks and responsibilities, and return to the original state. Thus, the effect on business continuity intention was empirically verified. Analysis results of this study Entrepreneurial resilience proved that optimism positively affects the relationship between business continuity intentions. Based on these analysis results, the franchisor came up with an effective support and management plan for franchisees, and the government and public institutions should present practical and effective small business support policy directions that consider qualitative as well as quantitative factors rather than reckless small business support policies.

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