隨著競爭激烈及全球化的影響下，越來越多企業注重買賣雙方之間的長期合作關係，根據台灣連鎖加盟暨協會2018年的統計資料，2017年登錄的連鎖總部已有2,781家，總店數超過10萬，其中直營店有47,307間、加盟店有55,080間，比去年總部數增加1.5%，總店數成長率為2.5%，連鎖加盟產業能快速展店並在過程中維持產品、服務的一致性、品牌的品質及競爭優勢，對連鎖加盟關係之間的管理對於加盟總部而言相當重要且具有挑戰性。但是加盟總部和加盟者處於長期合約合作但動機並不完全一致，則可能存在潛在代理問題，所以關係持續中除了光明面，亦存在著黑暗面。因此控制對滿意度不應該只是直接的影響，而是程度上的影響反而達到更好的控制效果。
本研究主要以加盟者的觀點，瞭解連鎖加盟總部如何管理加盟者，並探討加盟總部控制機制對關係持續有倒U型之影響，且服務協助如何調節組織控制與關係持續間的關係。本研究採取紙本問卷與網路問卷發放，共回收156份有效問卷，研究結果發現服務協助有助於弱化行為控制及強化結果控制和關係持續倒U型的效果；行為控制對關係持續具有倒U型之影響關係。整體而言，本研究貢獻有助於增進連鎖加盟、組織控制、權力依賴理論、關係持續等相關文獻的瞭解，除了提出理論與管理意涵外，本研究亦提出限制以及未來研究方向。

Under the influence of competition and globalization, more and more companies pay attention to the long-term cooperative relationship between buyers and sellers. According to the statistics of Taiwanese Chain Stores and Franchise Association in 2018, there are 2,781 chain headquarters registered in 2017. The number of stores exceeds 100,000, including 47,307 directly-managed stores and 55,080 franchise stores, an increase of 1.5% compared with the number of headquarters last year, and the total store growth rate is 2.5%. The franchise can quickly expand stores and maintain products in the process , consistency of service, brand quality and competitive advantage, the management of the franchise relationship is very important and challenging for the franchise headquarters. However, if the franchise headquarters and franchisees are in long-term contractual cooperation but the motivations are not exactly the same, there may be potential agency problems, so in addition to the bright side, there is also a dark side in the ongoing relationship. Therefore, control should not only have a direct impact on satisfaction, but rather a degree of impact to achieve a better control effect.
This study focus on how franchise headquarters manage franchisees from the perspective of franchisees, and discusses the influence of franchise headquarters control mechanism on the relationship U-shaped continuation, and how service assistance can regulate the relationship between organizational control and relationship continuance. The results of the study found that service assistance helps to weaken behavior control and strengthen outcome control and the effect of continuous relationship reversal. U-shaped influence relationship. Overall, the contribution of this research helps to improve the understanding of related literature such as franchising, organization control, power dependence theory, and relationship continuity. In addition to the theoretical and management implications, this research also proposes limitations and future research directions.

目錄
目錄	I
表目錄	III
圖目錄	IV
第一章	緒論	1
第一節	研究背景與動機	1
第二節	研究目的	4
第三節	研究流程	5
第二章	文獻探討	6
第一節	代理理論	6
第二節	連鎖加盟	8
第三節	組織控制	14
第四節	關係持續	19
第五節	服務協助	22
第六節	研究假說	25
第三章	研究方法	27
第一節	研究架構	27
第二節	研究假說	28
第三節	研究變項與操作型定義	29
第四節	研究對象與範圍	34
第五節	資料分析	35
第四章	資料分析與研究結果	37
第一節	研究環境	37
第二節	敘述性分析	39
第三節	測量題項及信效度檢定	42
第四節	研究結果	48
第五章	結論與意涵	51
第一節	研究結果	51
第二節	理論意涵	52
第三節	實務意涵	54
第四節	研究限制與未來研究建議	55
參考文獻	56
中文部分	56
英文部分	56
問卷	69

表目錄
表2-1探討連鎖加盟之相關文獻	10
表2-2組織控制之定義	15
表2-3組織控制類型整理	17
表2-4關係持續相關文獻	20
表2-5服務協助相關文獻	23
表3-2組織控制的問題項表	30
表3-3關係持續的問題項表	31
表3-4服務協助的問題項表	32
表4-1連鎖產業的分類	37
表4-2樣本基本資料分析	40
表4-3驗證性因素分析	43
表4-4因素負荷量	44
表4-5各變數之平均數與標準差	46
表4-6相關係數與AVE值平方根	47
表4-7行為控制、結果控制與關係持續之層級迴歸結果	49
表5-1研究結果成立與否	51

圖目錄
圖1-1研究流程	5
圖3-1研究架構	27
圖4-1 2017-2018年成長率統計	38
圖4-2近十年連鎖店發展趨勢	38

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