| By: |
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 |
| Abstract: |
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. |
| Keywords: |
E-commerce, franchising, determinants, plural form, brand image, franchisors' resources |
| Date: |
2012–01 |
| URL: |
http://d.repec.org/n?u=RePEc:tut:cremwp:201206&r=ict |