The Motivation Of Potential Franchisees To Choose Franchising

The "regulations on the administration of commercial franchise", which was established in 2007 on May 1,explains the definition of franchise: franchising refers to a company which has resources like patents, proprietary technology, a registered trademark, logo and has permission for its use in the form of a contract of league;Franchisee carries out business activities, and pay the corresponding franchise fee to the franchisors according to contract agreement. Since the 90 s of the last century, clothing enterprises got rapid development in our country.In recent decades,China’s clothing market constantly has foreign clothing brand in the form of franchisees, a major part of the market share occupied China’s clothing market.Therefore franchising obtained the development in our country.Market competition is more and more intense, many enterprises the already began to promote the reform of the franchise in order to expand. After a long period of time, the prevalence rate of franchise shops, will be the focus of competition between clothing enterprises in our country.Franchising system is a partner structure which is composed of the franchisor and franchisee. Researches in the past focus in the franchise system. Hardly did researchers study why potential entrepreneurs join the franchise system, and become a franchisee, which is also called operators.In this background, this article investigates the potential partner of brand clothing through analyzing the franchise, alliance motivation,the theory of resource scarcity,principal-agent theory, joining will, personality traits and other relevant theory analysis. Potential entrepreneurs choose to join the franchise system mainly for obtaining related resources that they lack refered from the resource scarcity theory,including the brand influence, management support, operation mode, etc.And the inference from agency theory shows potential members choose to join us maybe in order to reduce risk. And discuss whether the potential partner’s experience will affect potential members’ choosing to be a franchisee or not.Due to the core of motivation in the process of the motivation contains the personality.Therefore, motivation is also under the influence of personalitytraits.Ming-tien Cai(2008) also found that personality traits have a significant impact on pushing motives of entrepreneurial motivation referred to the correlation between personality traits, entrepreneurship, and performance.This study concluded that personality traits have played an important role in regulating the join motives and join wills.The questionnaires has collected 129 valid questionnaires, using statistical analysis software SPSS19.0 for the descriptive statistics analysis, factor analysis,correlation analysis and regression analysis to the sample data.The following conclusions are drawed finally:The most important factor affecting potential entrepreneurs’ join will is the "brand", followed by "management support", "operation mode", and then the "lower risk".Past experience as control variable, is divided into three types.One is operating stores independently;The second is having experience associated with the brand clothing;The third one is the experience of joining. Among these experience, the experience associated with the brand clothing has the effect of the control variable,and the experience of operating stores independently and the experience of joining did not have the effect of control.According to the results of data analysis, experience in the past related to brand clothing and joining intention under the significance level of0.01 show a negative correlation.Dominant personality traits as adjusting variables play a regulatory role,and the role of controlling type of personality in four pairs of relations which are brand influence, management support, operation mode, reducing the risk and joining the intention is a positive regulatory role.The greater tendency of the potential franchisees’ dominant type of personality trait is, the greater extent the brand influences,and more closely the relationship between management support, operation mode, to reduce the positive and joining intention will be;on the contray, the relationship will diminish.Finally, combining with the conclusion of this study, we should puts forward the advice for franchisor’s investment, so as to offer better service for brand clothingfranchise.