THE GOVERNANCE MECHANISMS OF OPPORTUNISM AND EX POST TRANSACTION COSTS IN CHAIN CONVENIENCE STORES
鄭世弘、賴其勛、唐啟發
E-mail: [email protected]
ABSTRACT
With widespread of chain convenient stores in the domestic market, retail stores can be seen everywhere. It reflects the importance of management between chain headquarters and the retail stores. The purpose of the study is to discuss the impact of governance mechanisms from headquarters on the stores'' opportunism and the effect of opportunism on the headquarters'' ex post transaction costs. There are few empirical studies on opportunism in Taiwan. This research hopes to provide related knowledge and information on chain convenient store to further reduce cost and increase efficiency. The sample information is from 114 chain convenient stores, and the results are shown below: 1.If the chain headquarter controls more ownership, it can eliminate the opportunism attitude of the franchisees; 2.If the franchisees'' opportunism were effectively reduced, it would also reduce the ex post transaction costs of negotiation and adjustment 3.The higher the relational norms between headquarters and franchisees, the lower the negotiation cost of headquarters. It means the relational norms have direct effect on the ex post transaction cost of negotiation.
Keywords : Transaction cost theory ; Transaction-specific assets ; Relational norms ; Opportunism ; Ex Post Transaction Table of Contents
第一章 緒論--P1 第一節 研究背景--P1 第二節 研究動機--P2 第三節 研究目的--P4 第二章 文獻探討--P6 第一節 交易成本分 析--P6 第二節 管理機制--P15 第三節 不同型態的所有權--P17 第四節 資產專屬性--P17 第五節 關係交易理論--P24 第六節 投 機主義--P28 第七節 連鎖便利商店--P30 第三章 研究方法--P41 第一節 研究架構與操作性義--P41 第二節 研究假設--P42 第三 節 問卷設計 --P47 第四節 抽樣方法與樣本結構--P51 第五節 資料分析方法--P53 第六節 信度、效度--P55 第四章 研究結果與 分析--P65 第一節 廠商基本資料分析--P65 第二節 各構面之敘述性統計--P66 第三節 本研究理論模式架構--P67 第四節 巢狀 分析--P70 第五節 完整模式分析結果--P74 第六節 結果討論--P83 第五章 結論與建議--P88 第一節 管理涵義--P88 第二節 研 究限制--P89 第三節 未來研究建議--P89
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