連鎖加盟者主動貢獻行為之研究

Translated title of the contribution: Franchisees' Proactive Contribution Behaviors

蔡顯童, 呂姿瑩, 鍾君宇

Research output: Contribution to journalArticle

Abstract

This study proposes and tests a model of franchisees' proactive contribution behaviors. Results obtained from the self-reported data of 524 franchisees indicate that proactive contribution behaviors included three crucial components: positive word of mouth, supportive behavior toward other franchisees, and proactive information feedback. In addition, our results show that franchise-system prestige, headquarters' supportive behavior, and performance satisfaction combine to determine the proactive contribution behaviors of franchisees through the identification of the franchisee with the franchise system. The results also demonstrate that a proactive personality positively moderates the relationship between identification with the franchise system and proactive contribution behavior. We discuss the managerial implications of these findings, as well as several critical research issues and avenues.
Translated title of the contributionFranchisees' Proactive Contribution Behaviors
Original languageChinese (Traditional)
Pages (from-to)1-21
Number of pages21
Journal管理評論
Volume34
Issue number3
DOIs
Publication statusPublished - Jul 2015
Externally publishedYes

Keywords

  • Identification
  • Perceived organizational support
  • Proactive contribution behaviors
  • Proactive personality
  • Word of mouth (WOM)

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