Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality |
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| Institution: | 1. Faculty of Economics, University of Rennes 1, CREM UMR CNRS 6211, 7 Place Hoche, 35065 Rennes Cedex, France;2. Graduate School of Management (IGR-IAE Rennes), University of Rennes 1, CREM UMR CNRS 6211, 11 rue Jean Macé – CS 70803, 35708 RENNES Cedex 7, France;1. Department of Pharmacoeconomics and Pharma Management, School of Pharmacy, Shahid Beheshti University of Medical Sciences, Tehran, Iran;2. School of Pharmacy, Islamic Azad University, Tehran, Iran;3. University Canada West, Vancouver, Canada;1. Institut de Recherche en Gestion (IRG), IUT Sénart-Fontainebleau, Rue Georges Charpak, 77567 Lieusaint Cédex, France;2. Laboratoire d''Economie, et de Management (LEMNA), IUT de Saint Nazaire, 58 Rue Michel-Ange, BP 420, 44600 Saint Nazaire, France;3. Research Center in Marketing & Distribution In Situ, AUDENCIA Business School, 8 route de la Jonelière, BP 31222, 44312 Nantes Cedex 3, France;1. School of Management, Swansea University, Fabian Way, Swansea SA1 8EN, UK;2. College of Business Administration, Gulf University for Science and Technology (GUST), P.O. Box 7207, Hawally 32093, Kuwait |
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| Abstract: | The aim of this paper is to characterize franchisors’ e-commerce strategies by studying their website functionality. Franchisors can use their website to facilitate consumer search. They can also provide content and tools to promote online purchasing (e.g., promotion codes, online payment, delivery options). Why are some franchisor websites more “search oriented”? What are the factors that influence the provision of informational tools and/or transactional tools? This empirical study is based on a detailed observation of 130 e-commerce websites of franchisors operating their chains in the French market. |
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| Keywords: | Franchising E-commerce Encroachment Synergies Online search Online purchase |
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