Study On The Relationship Between The Relational Embeddedness,Organizational Justice And Opportunistic Behavior In Franchise

In recent years,franchise,a business model with high return on investment and quick development,is an important way for enterprises to expand rapidly.What's more,it is favored by entrepreneurs in early stage because of its low barriers to entry.However,it is full of kinds of opportunistic behaviors in the process of the system's repaid expansion,such as disclosing the franchisor's key technologies,violating the contract rules between them,cutting corners and producing shoddy goods and so on.Not only does opportunistic behavior pose significant challenges and potential threats to chartered relationships,it also seriously undermines the brand reputation of franchisors and franchise' systems.The various forms of opportunistic behavior and complexity also present even greater challenges to the franchise managers.Therefore,more and more scholars and practitioners payed their attention to reducing the opportunistic behavior of the licensees by studying its factors and the effect mechanism between them.Based on the research of Luo(2006),this paper makes a further study on two dimensions of the social mechanism-the relationship force and the fairness force[1],and puts forward the hypothesis that the relational embeddedness and organizational justice will inhibit the opportunistic behavior based on the actual situation of franchising system.Moreover,the relationship commitment of franchisee,which is the result and a behavior of franchisor's relational embeddedness,is closely related to the organizational justice.The level of the relationship commitment will affect the probability of opportunistic behavior.Thus,this article makes the relationship commitment variable as a mediator in the model of inhibiting opportunistic behaviors and puts forward relevant assumptions.In the investigation,this article takes the franchise stores in Shenyang City and Luoyang City as samples.From April to June in 2017.223 valid questionnaires were used for analysis through SPSS22.0,AMOS 17.0.The conclusions are as follows:1)relational embeddedness has a significantly negative impact on opportunistic behavior:2)distribution justice has a significantly negative impact on opportunistic behavior,perception justice has not effective to opportunistic behavior;3)relational commitment plays a partial mediating role between the relational embeddedness and opportunistic behavior;4)relational commitment plays a partial mediating role between organizational justice and opportunistic behavior.According to the research conclusions,this paper gives some management implications,with the limitations of the research,and puts forward the prospects for future research.