Abstract The convenient store is developing rapidly these days by applying franchise system while most existed researches had rarely discussed the motivations why franchisees choose to join in the franchise system. The paper is to find out the motivations of franchisees of the convenient store franchise chain.
Base on the review of the literature, the possible motivations had been educed and its theories sources had been found out. Also, a simple random sampling method to questionnaire survey had been adopted. Research results of the study reveal that brands, to debase the cost of searching information and the exchange cost are the motivations of operators to join in franchise system. Some management suggests had discussed
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Received: 26 October 2006
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