| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 99 === As the liberalization of telecommunications market in Taiwan,Many carriers have joined the competition to divide up market share, and franchising is the fastest way, whether there is a positive development between franchisor and franchisees, which is the main factor for coexistence in franchising system. In this study, we discuss whether the interaction between franchisor and franchisees will
bring a continuous cooperation. Through the literatures review, we use relational bonds as antecedents which affect the interaction between franchisees and franchisor
through trust.
This study targets Taiwan Mobile’s franchisees for the research objects, 190 effective samples were obtained questionnaire survey. Questionnaires analyzed by Descriptive Univariate Analysis, Reliability Analysis, One-way ANOVA, Pearson Correlation Analysis, and Regression Analysis. The following are the findings: (1)Financial bond and social bond both positively affect franchisees trust, but structural bond have no significant effect in franchisees trust. (2) Franchisees trust positively affects interaction.
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