프랜차이즈 시스템에서 지배구조로서 평판의 역할에 관한 연구
A Study on the Role of Reputation as a Governance Structure in a Franchise System
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본 연구는 프랜차이즈 시스템에서 지배구조로서 평판의 역할에 대하여 검증하고자 하였다. 본 연구는 평판을 외생변수로 하고 기회주의, 지식이전, 거래비용을 매개변수로 하여 가맹점의 경로이탈에 어떠한 영향을 미치는 지를 살펴보고자 하였다. 본 연구의 목적을 달성하기 위하여 국내 프랜차이즈 가맹점주들을 대상으로 설문조사를 실시하여 데이터를 수집하였다. 198개의 유효 데이터를 구조방정식 모형을 활용하여 가설검증을 하였다. 외생변수(평판)와 매개변수(지식이전, 기회주의) 경로 모두 유의하게 지지되었다. 매개변수(지식이전, 기회주의)와 거래비용 변수 경로 중 기회주의와 거래비용 경로만 지지되었다. 거래비용과 경로이탈 변수 경로 또한 지지되었다. 성공적인 가맹사업을 영위하기 위해서 예비 가맹점들은 소비자, 업계로부터 평판이 좋은 가맹본부를 선택하는 것이 요구된다. 본 연구가 국내 연구로는 최초로 평판이 지배구조로서의 역할을 실증분석 함으로써 거래비용이론에 근거한 지배구조 연구의 확장에 기여하였다고 볼 수 있다.
Abstract
This study was to test the role of reputation as a governance structure in a franchise system. In this research model, this study is focused on exogenous variables’ effects on franchisees’ intention to exit with mediating variables(knowledge transfer, opportunism, transaction cost). In order to get to the purpose of this research, the authors gathered questionnaire data from domestic franchisees. The authors tested hypotheses by using structural equation modeling with 198 effective data. The paths between independent variable and mediating variables(knowledge transfer, opportunism) were supported significantly. The only path between opportunism and transaction cost was supported. And the causality of transaction cost to exit was supported significantly. For the success of franchise business, prep entrepreneurs need to select a franchise system whose reputation is good from consumers and in industry. This study is the first research to test reputation as a governance structure. And the authors offered some theoretical and practical implications for consecutive research. Reputation works well as s governance structure in Korean franchise system.
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