| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 104 === Breakfast Chain Franchising has already become one of the most popular entrepreneurial ways. The oretically it is a win-win partnership between franchisors and franchisees. However, due to the differences of personal awareness, interpretation of contract provisions in the promises and contract of processing negotiations, and the twilight zone on the implementation, there are always some disputes and conflicts. It affects the partnership and also affects the willingness of continuing cooperation on both sides. To avoid, prevent and solve the possibility of this lose-lose situation, this study is based on Morgan & Hunt (1994) Trust - Relationship Commitment Theory, the most representative model of trading partnership. It focuses on the specificity of assets, communication, speculation on the impact of cooperation relations, as well as how these variables influence the willingness to continue the franchisees.
The main object of study is the franchisee of franchising breakfast chains store, which is typical of revenue, market share, and enterprise size. By on-line questionnaire and the Structure Equation Model, the result showed that the degree of franchisees invested assets as well as the communication effectiveness of the headquarters and the franchisees positively influence the cooperation and confidence in between. On the other hand, speculation from the headquarters also makes negative impact, and might break the cooperated relationship. Finally, based on the results of the relevant substantive research, this study also made recommendations.
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