http://lists.repec.org/mailman/listinfo/nep-ict Information and Communication Technologies 2012-02-08 Walter Frisch http://d.repec.org/n?u=RePEc:tut:cremwp:201206&r=ict E-commerce has grown tremendously over the past decade. This paper focuses on E-commerce adoption within the franchising sector. We formulate various hypotheses on the factors that influence the adoption of an E-commerce strategy by franchisors, namely the percentage of company-owned stores in the network, network size and age, franchisor resources (franchising fees and franchising royalties), and the allocation of exclusive territories to franchisees. The empirical study relies on a sample of 486 franchise networks in the U.S. market. Our findings suggest that the percentage of company-owned stores and the brand image, as represented by network size, both exert a significant and positive impact on the adoption of an E-commerce strategy, whereas network age and franchising royalties exert a significant and negative impact on the adoption of such a strategy. These findings are discussed with respect to previous research results. Rozenn Perrigot, Graduate School of Management (IGR-IAE), University of Rennes 1 & ESC Rennes School of Business - CREM-CNRS, France, Thierry Pénard, University of Rennes 1 - CREM-CNRS, France 2012-01 E-commerce, franchising, determinants, plural form, brand image, franchisors' resources