명시적 계약이 능동적 기회주의에 미치는 영향 -단결규범의 조절효과를 중심으로- = The Effect of Explicit Contract on Active Opportunism: Focusing on the Moderating Effect of Solidarity Norm

국문 초록 (Abstract)

장기적 관계의 유지 및 발전을 저해하는 거래 쌍방 간 갈등을 해소하기 위하여, 본 연구는 시급히 해결되어야 할 가맹점의 능동적 기회주의에 초점을 맞추었고, 그것을 통제할 지배전략을 제시하였다. 계약적 지배전략인 명시적 계약만으로는 사업 관계에서 기회주의를 최소화하는데 충분하지 않다는 점을 고려하여, 본연구는 명시적 계약과 관계적 지배전략인 관계규범 간의 상호작용 효과를 고려하였다. 이 상호작용 효과를좀 더 세밀히 파악하기 위하여, 관계규범 차원 중에서 가장 대표적인 차원이며 관계 발전의 중요 요소인 단결규범을 조절변수로 활용하였다. 본 연구는 국내 외식 프랜차이즈 가맹점 210곳의 자료를 활용하여 다중회귀분석을 통해 가설을 검증하였다. 가설을 검증한 결과, 능동적 기회주의를 감소시키는 명시적 계약의 영향력과 경로갈등을 증가시키는 능동적 기회주의의 영향력이 나타났다. 한편, 명시적 계약과 능동적 기회주의 간의 부(-)의 영향 관계를 강화하는 단결규범의 영향력도 확인되었다. 마지막으로, 본 연구는 이론적 의의와 실무적 공헌점을 논의하였으며, 연구의 한계와 향후 연구 방향을 제시하였다.

다국어 초록 (Multilingual Abstract)

To resolve the conflict between dyadic parties that hinder the maintenance and development of long-termrelationships, this study focuses on the franchisee’s active opportunism as an urgent problem to be addressed andproposes governance strategies to control it. Considering that explicit contract as a contractual governance strategyalone is insufficient to minimize opportunism in business relationships, this study considers the interaction effectbetween explicit contract and relational norm (a part of relational governance strategy). To examine this interactioneffect in more detail, the author utilized solidarity norm, the most representative dimension of relational norm and anessential factor in relationship development, as a moderating variable. This study used data from 210 food franchiseesin South Korea to test the hypotheses through multiple regression analysis. The hypothesized effects of explicit contractin reducing active opportunism and active opportunism in increasing channel conflict were found. On the other hand,the impact of solidarity norm to strengthen the negative relationship between explicit contract and active opportunismis also confirmed. Finally, the authors discussed this study’s theoretical implications and practical contributions andsuggested limitations and future research directions.

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