The Impacts of the Cognitive Differences of Contract and Nonlegal Norms on Cooperative Performance in Franchise Convenience Stores System

• Main Author: 王秀雲
• Other Authors: 黃文宏
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/83134452263028408330

碩士 === 南台科技大學 === 行銷與流通管理系 === 92 === In the franchise system, the franchisee establishes relationships with franchisor by legal contract, so the franchisee’s cognition of contract is the cornerstone of cooperation. Moreover, nonlegal norms would continuously impact on cooperative relationships. Therefore, the objective was to test a framework which integrates cognitive differences of contract, nonlegal norms, and cooperative performance. The researcher chose the franchisees of convenience stores as subjects that work in 7-Eleven, Family, and Hi-Life Convenience Store to analyze data and to test the proposed research hypotheses. The results collected from mailed survey show that some nonlegal norms and cooperative performance are related to cognitive differences of contract. When the franchisee signs the contract, cognitive differences of contract will negatively affect trust, fairness, and cooperative satisfaction, but it will have no effect on commitment and long-term relationship. After signing the contract, when the clauses do not fully notified and informed in the contract by franchisee, it will negatively affect fairness, cooperative satisfaction and long-term relationship, but it will have no effect on trust and commitment. Besides, nonlegal norms will positively and significantly affect cooperative performance. The franchisee’s experience will not affect cognition of contract.