목차

목 차
국문초록 ···················································································································· ⅰ
목 차 ····················································································································ⅲ
표 목 차 ·····················································································································ⅵ
그림목차 ·····················································································································ⅷ
Ⅰ. 서 론 ···············································································································1
1. 연구배경 ··············································································································1
2. 연구목적 ··············································································································7
Ⅱ. 이론적 고찰 ······································································································9
1. 프랜차이즈 시스템 선행연구 ···········································································9
1.1 프랜차이즈 정의 ··························································································9
1.2 프랜차이즈 체인 개념 ··············································································12
1.3 프랜차이즈 시스템 유형 ··········································································13
1.4 가맹본부(franchiser) 개념 ·······································································15
1.5 가맹본부 지원서비스 ················································································15
1.6 가맹점 창업 개념 ······················································································18
1.7 가맹계약 개념 ····························································································19
2. 프랜차이즈 이론 ······························································································20
2.1 자원희소이론 ······························································································21
2.2 대리인이론 ··································································································23
2.3 거래비용이론 ······························································································27
3. 기업가정신 ········································································································28
3.1 기업가정신 개념 ························································································32
3.2 가맹점주 기업가정신 ················································································31
4. 창업의도 ··········································································································34
4.1 합리적 행동이론 ························································································37
4.2 계획된 행동이론 ························································································41
5. 다점포운영의도 ··································································································46
5.1 다점포운영(Multi-Unit Franchising) 개념 ·············································46
5.2 다점포운영(Multi-unit franchising) 의도 ·················································48
Ⅲ. 연구의 모형 및 설계 ······················································································51
1. 연구모형 ············································································································51
2. 연구가설 ··············································································································52
2.1 가맹본부 지원서비스가 다점포운영의도에 미치는 영향 ······················52
2.2 가맹점주 기업가정신이 다점포운영의도에 미치는 영향 ······················53
2.3 가맹본부 지원서비스가 추가점포 창업태도, 주관적 규범, 지각된 행동
통제에 미치는 영향 ···························································································55
2.4 가맹점주 기업가정신이 추가점포 창업태도, 주관적 규범, 지각된 행동
통제에 미치는 영향 ···························································································58
2.5 가맹본부 지원서비스와 다점포운영의도와의 관계에서 추가점포 창업
태도, 주관적 규범, 지각된 행동통제의 매개효과 ········································59
2.6 가맹점주 기업가정신과 다점포운영의도와의 관계에서 추가점포 창업
태도, 주관적 규범, 지각된 행동통제의 매개효과 ········································63
3. 조사방법 ··············································································································65
3.1 변수의 조작적 정의 및 측정도구 ·····························································66
3.2 설문지 구성 ··································································································71
3.3 자료수집 및 분석방법 ················································································72
Ⅳ. 실증 분석결과 ··································································································74
1. 표본의 특성 ········································································································74
1.1 인구 통계학적 특성 분석 ··········································································74
1.2 다점포운영유무(단일점포와 다점포)에 따른 변수 간 차이분석 ··········77
2. 기술통계량 ··········································································································79
3. 타당도 분석(확인적 요인분석) ········································································80
4. 신뢰도 분석 ········································································································82
5. 상관관계 및 판별타당도 검증 ·······································································83
6. 가설의 검증 ······································································································84
6.1 선형 회귀분석 ····························································································84
6.2 매개효과 검증 ··························································································101
Ⅴ. 추가분석(성장단계에 따른 다점포운영 가맹점주 FGI 사례 연구) ·····119
1. 연구개요 및 연구방법 ··················································································119
1.1 연구개요 ····································································································119
1.2 연구참여자 ································································································122
1.3 연구방법 ····································································································123
2. 다점포운영 가맹점주 인터뷰 사례 ·····························································124
2.1 단기운영( ~5년) 가맹점주 인터뷰 사례 ··············································124
2.2 중기운영(6~10년) 가맹점주 인터뷰 사례 ············································126
2.3 장기운영(11년~) 가맹점주 인터뷰 사례 ··············································130
3. FGI 사례 연구 분석결과 ··············································································133
3.1 단기운영 가맹점주의 다점포운영 성공요인 ·····································135
3.2 중기운영 가맹점주의 다점포운영 성공요인 ·····································135
3.3 장기운영 가맹점주의 다점포운영 성공요인 ·····································136
Ⅵ 결론 및 제언 ·································································································138
1. 연구결과 및 논의 ··························································································138
2. 연구 시사점 ····································································································152
2.1 실무적 시사점 ··························································································152
2.2 정책적 시사점 ··························································································155
2.3 학문적 시사점 ··························································································156
3. 연구 한계와 향후 연구 방향 ····································································1760
참고문헌 ···············································································································162
부 록 ··············································································································196
Abstract ···············································································································227
표목차
<표 1> 기업가정신 선행연구 ·············································································31
<표 2> 창업의도 정의 ·························································································36
<표 3> 태도의 선행 연구 ···················································································38
<표 4〉 주관적 규범 ···························································································40
<표 5〉 지각된 행동통제 ···················································································45
<표 6> 다점포운영(Multi-unit franchising) 정의 ············································48
<표 7> 다점포운영의도 선행연구 ····································································50
<표 8〉 변수의 조작적 정의 ·············································································66
<표 9〉 설문지의 구성 현황 ·············································································71
<표 10> 연구대상의 일반적 특성 ·····································································75
<표 11> 단일점포(1점포) 집단과 다점포(2점포이상) 집단 평균비교 결과 78
<표 12〉기술통계량 ···························································································79
<표 13> 확인적 요인분석 결과 ·········································································81
<표 14〉신뢰도 분석 ·························································································82
<표 15> 상관관계 및 판별타당도 검증 결과 ··················································84
<표 16> 가맹본부 지원서비스가 다점포운영의도에 미치는 영향 회귀분석 86
<표 17> 가맹점주 기업가정신이 다점포운영의도에 미치는 영향 회귀분석
결과 ························································································································88
<표 18> 가맹본부 지원서비스가 추가점포 창업태도에 미치는 영향 ·········90
<표 19> 가맹본부 지원서비스가 주관적 규범에 미치는 영향 ·····················92
<표 20> 가맹본부 지원서비스가 지각된 행동 통제에 미치는 영향 ···········94
<표 21> 가맹점주 기업가정신이 추가점포 창업태도에 미치는 영향 ·········96
<표 22> 가맹점주 기업가정신이 주관적 규범에 미치는 영향 ·····················98
<표 23> 가맹점주 기업가정신이 지각된 행동 통제에 미치는 영향 ·········100
<표 24> 가맹본부 지원서비스와 다점포운영의도의 관계에서 추가점포 창업
태도의 매개효과 ·································································································102
<표 25> 가맹본부 지원서비스와 다점포운영의도의 관계에서 주관적 규범의
매개효과 ·············································································································104
<표 26> 가맹본부 지원서비스와 다점포운영의도의 관계에서 지각된 행동통
제의 매개효과 ···································································································107
<표 27> 가맹점주 기업가정신과 다점포운영의도의 관계에서 추가점포 창업
태도의 매개효과 ·································································································109
<표 28> 가맹점주 기업가정신과 다점포운영의도의 관계에서 주관적 규범의
매개효과 ···············································································································112
<표 29> 가맹점주 기업가정신과 다점포운영의도의 관계에서 지각된 행동통
제의 매개효과 ·····································································································114
<표 30> 연구모형의 선형회귀분석 검증 결과 ··············································116
<표 31> 연구모형의 매개효과 검증 결과 ······················································117
<표 32> 연구참여자 특성 ·················································································123
<표 33> 심층 인터뷰 문항 ···············································································124
<표 34> FGI 사례연구 분석결과 ·····································································133
<표 35> FGI 사례연구 성공요인 요점 ·························································148
그림목차
<그림 1> 합리적 행동이론 모형(Theory of Reasoned Action-TRA) ·········40
<그림 2> 계획된 행동이론 모형(Theory of Planned Behavior) ·················45
<그림 3> 계획된 행동이론 창업의도 연구 ······················································46
<그림 4> 연구모형 ·······························································································51