소매업 프랜차이즈 본부의 지원제도가 본부 신뢰와 가맹계약의도에 미치는 영향에 관한 연구

초록

This study analyzes the support system of the franchise headquarters for qualitative growth beyond the quantitative growth of the retail franchise industry and suggests the need to establish a support system suitable for the retail industry. In addition, the factors affecting the franchise contract intention were analyzed based on the support system and the trust of the headquarters from the perspective of prospective entrepreneurs. The study investigated the causal relationship between the franchise support system, headquarters trust, and prospective entrepreneurs franchise contract intention, and analyzed the sub-factors of the support system by dividing them into six factors. This study conducted a survey of 178 prospective entrepreneurs interested in retail franchises, and verified using SmartPLS 2.0 to verify the hypothesis. The main results of the study are as follows. Among the retail franchise support systems, it was confirmed that the product support and education support system had a positive effect on the trust of the headquarters and the intention of the franchise contract. The franchise headquarters should make efforts to increase trust in the headquarters and ensure that franchise contracts are made through new product development and product operation support. In addition, it was confirmed that the management support system among the retail franchise support systems had a positive effect on the trust of prospective entrepreneurs in the headquarters. The franchise headquarters should gain trust from prospective entrepreneurs through active management guidance and continuous education. It was found that the trust in the headquarters had a significant effect on the intention of the prospective founder to sign the franchise contract. Finally, trust in the headquarters showed a partial mediating effect between the franchise support system and the intention of prospective entrepreneurs franchise contract.

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