台灣創業機會中，連鎖加盟產業最具潛力，創業門檻最低，成功機會最大，被認為是風險較低的創業型態。本研究以自主理論或需求滿意模型探索創業加盟主創業態度之內在因素，以服務品質和期望理論探討加盟主創業態度之外在因素。然後，引用計劃性行為理論，以主觀規範、個人態度和知覺行為控制共同探索創業加盟主加盟之意圖。再以知覺行為控制和意圖檢視加盟主加盟之行為。本研究進一步瞭解創業者之年齡、性別、相關工作經驗、學歷、資金來源等對創業態度和意圖之影響。最後，根據理論與實務，提供策略意涵及未來研究建議。

Among those entrepreneurial opportunities in Taiwan, one of the most potential styles is franchising which has the lowest entrepreneurial threshold, the highest possibilities of success, and the lowest risk in terms of starting a business. This study first explores the factors which influence the attitude of the entrepreneurs towards franchising, the self-determined theory or need satisfaction model to explore intrinc factors while service quality and expectancy theory to investigate extrinsic factors. Then, the theory of planned behavior is employed, subjective norm, attitude, and perceived behavior control are to examine the entrepreneurs’ intention to franchising and wherein, perceived behavior control and intention are to observe the entrepreneurs’ behavior towards franchising. We further study whether the entrepreneurs’ age, gender, work experience, education, and the source of funds influence their attitudes and intentions. Managerial implications and suggestions are provided based on the theory and the empirical study.