The Effects of Social Capital on the Economic and Noneconomic Performance: Considering the Causal Relationship of Dimensions of Social Capital

사회자본이 경제적 성과와 비경제적 성과에 미치는 영향: 사회자본 차원들의 인과관계를 고려한 접근

Using data collected from franchisees from Busan, we empirically examined the relationship both structural (tie strength), relational (trust), and cognitive (shared value) of social capital and between those dimensions and the patterns of economic performance and noneconomic performance (relationship continuity intention). So we established 9 hypotheses to test the structural relationship among dimensions of social capital and performances like below. H1: A franchisee's perceived tie strength with its franchisor will positively influence its trust in the franchisor. H2: A franchisee's perceived shared value with its franchisor will positively influence its trust in the franchisor. H3: A franchisee's perceived tie strength with its franchisor will positively influence its economic performance. H4: A franchisee's perceived shared value with its franchisor will positively influence its economic performance. H5: A franchisee's perceived trust in its franchisor will positively influence its economic performance. H6: A franchisee's perceived tie strength with its franchisor will positively influence its relationship continuity intention with the franchisor. H7: A franchisee's perceived shared value with its franchisor will positively influence its relationship continuity intention with the franchisor. H8: A franchisee's perceived trust in its franchisor will positively influence its relationship continuity intention with the franchisor. H9: A franchisee's perceived economic performance will positively influence its relationship continuity intention with the franchisor. The conceptual model specifying the relationship among dimensions of social capital and performances is presented in Fig. 1. Tests of the hypotheses were performed using a structural equation model. This model also reflected a good fit to the data ($\chi^2$=101.12 df=62 p=0.004, RMSEA=0.050 GFI=0.936 AGFI=0.895 NFI=0.959 CFI=0.986). The standardized solution estimated by the AMOS 7 program was for interpreting the structural results (Table 1). As was expected, tie strength and shared value were founded to be significant predictors of trust (H1 supported; H2 supported). Tie strength and trust have a significant positive effect on economic performance (H3 supported; H5 supported). But shared value have not a significant effect on economic performance (H4 Rejected). Tie strength were not associated with relationship continuity intention (H6 Rejected). While on the other higher shared value, trust, and economic performance have a significant effect on the relationship continuity intention (H7 supported; H8 supported; H9 supported). The results show integratedly that, first, tie strength does not affect directly but affects indirectly on relationship continuity intention via trust and economic performance. Second, shared goals affect directly and do indirectly via trust on relationship continuity intention. But shared goals does not affect via economic performance on relationship continuity intention. Finally, the study suggests important implications for both research and practice for franchise system especially.

본 연구는 유대강도, 공유된 목표, 신뢰와 같은 사회자본이 경제적 성과와 비경제적 성과인 관계지속의도에 미치는 영향에 대하여 부산지역 프랜차이즈 가맹점을 대상으로 공변량 구조방정식모형을 통하여 실증분석하였다. 그 결과 첫째, 유대강도는 관계지속의도에 직접적인 영향을 미치지는 못하지만 신뢰와 경제적 성과를 매개로 간접적으로 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 공유된 가치는 관계지속의도에 직접적인 영향은 물론 신뢰를 매개로 간접적으로 긍정적인 영향을 미치는 것으로 나타났다. 하지만 공유된 목표가 경제적 성과를 매개로 하여 관계지속의도에 영향을 미치지 않는 것으로 나타났다. 마지막으로 이러한 결과들을 토대로 본 연구의 이론적 실무적 시사점을 제시하였다.