本研究乃是一探索性研究，針對同一加盟體系下加盟者與加盟者之間微妙的競爭與合作關係進行探討。主要研究目的包括：（1）從代理理論觀點，探討可能形成加盟者間的競合關係因素；（2）從資源依賴觀點，探討加盟者間競合關係的因素；（3）從顧客知覺價值的角度，探討加盟者間競合關係的因素；（4）基於搭便車的核心觀念去整合以上各理論觀點並透過專家訪談，提出研究命題與策略建議。
本研究利用文獻及深度訪談的方式去蒐集資料，經資料的分析與歸納後提出以下命題：（1）個體的自私動機程度會影響加盟者間競爭與合作關係；（2）公共財的不可分割性程度會影響加盟者間競爭與合作關係；（3）個體保留努力程度會影響加盟者間競爭與合作關係；（4）加盟主的監管程度會影響加盟者間競爭與合作關係。

This thesis is an exploratory research, which probes into the competition and cooperation relation between franchisees in the same franchise system. The main purposes include: (1) to probe into the possible co-opetition factors between franchisees from the perspective of agency theory; (2) to probe into the possible co-opetition factors between franchisees from the perspective of resource interdependence; (3) to probe into the possible co-opetition factors between franchisees from the perspective of customer perceived value; and (4) Integrating the above viewpoints by free-riding perspective and proposing the proposition and strategy suggestion.
    Through analyzing the related literature and gathering the information by in-depth interview, the following propositions are proposed in this research: (1) the individual’s self-interested will influence the competition and cooperation relation between franchisees; (2) the distinction of public goods will influence the competition and cooperation relation between franchisees; (3) the individual’s withholding of effort will influence the competition and cooperation relation between franchisees; and (4) the coercion form franchisor will influence the competition and cooperation between franchisees.

目錄
圖目錄…………………………………………………………………Ⅲ
表目錄…………………………………………………………………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
第二章	文獻探討……………………………………………………5 
第一節	  加盟者間的競合關係……………………………………5
第二節	  連鎖加盟的意涵與動機…………………………………7
一、連鎖加盟的意涵……………………………………………………7
二、	連鎖加盟之動機理論………………………………………8
第三節  顧客觀點下之加盟者間的競合……………………………13
一、顧客知覺價值……………………………………………………14
二、服務品質…………………………………………………………17
第四節  形成搭便車的核心觀念……………………………………18
一、搭便車理論………………………………………………………19
二、社會兩難觀點……………………………………………………20
三、社會賦閒與偷懶觀點……………………………………………22
四、透過搭便車核心觀點整合加盟者間之競合因素………………23

第三章  研究方法……………………………………………………24
第一節  觀念性架構…………………………………………………24
第二節  研究/訪談對象……………………………………………26
第三節  訪談過程……………………………………………………26
第四節  訪談大綱……………………………………………………27
第四章  個案訪談結果分析與命題發展……………………………28
第一節	個案簡介及訪談結果分析………………………………28
第二節	命題發展…………………………………………………34
第五章  結論與建議…………………………………………………38
第一節  結論…………………………………………………………38
第二節  管理上的意涵………………………………………………39
第三節  建議…………………………………………………………41
第四節  研究限制……………………………………………………43

參考文獻………………………………………………………………44

圖目錄
圖2-1  價值網…………………………………………………………5
圖2-2  本研究提出之加盟體系價值網………………………………6
圖3-1  從價值網觀點下的相關理論………………………………25
圖3-2  本研究之觀念性架構………………………………………25

表目錄
表2-1  連鎖加盟之動機理論…………………………………………8
表2-2  代理理論之歸納………………………………………………12
表2-3  顧客價值的定義………………………………………………15
表2-4  搭便車的定義…………………………………………………19
表2-5  Olson(1965)提出搭便車理論的組成…………………………20
表2-6  社會兩難的類型………………………………………………22
表2-7  偷懶與社會賦閒的定義………………………………………23
表2-8  加盟者間之水平競合因素……………………………………23
表4-1  兒童美語加盟主訪談結果分析………………………………29
表4-2  A咖啡加盟主訪談分析………………………………………32
表5-1  加盟者間形成競爭與合作之可能因素………………………38

一、中文部分
2001台灣加盟總部指南，2001，台北：台灣連鎖暨加盟協會編印。
台灣加盟總部指南，2000，台北：中華民國連鎖店協會。
陳文凱，2001，台灣連鎖加盟經營成功因素研究－以加盟主認知為例，國立暨南大學國際企業研究所碩士論文。
黃志璿，2003，顧客價值、服務品質與顧客滿意之關係的實證研究－以便利商店連鎖加盟體系供應鍊為例，樹德科技大學經營管理研究所碩士論文。
蘇淑華，2002，連鎖加盟之緣起與未來發展趨勢之分析研究，大葉大學事業經營研究所碩士論文。


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