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Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality

Author

Listed:
  • Thierry Pénard

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Rozenn Perrigot

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

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.

Suggested Citation

  • Thierry Pénard & Rozenn Perrigot, 2017. "Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality," Post-Print halshs-01615117, HAL.
    • Handle: RePEc:hal:journl:halshs-01615117
    DOI: 10.1016/j.jretconser.2017.08.003
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    Cited by:

    1. Jaković Božidar & Ćurlin Tamara & Miloloža Ivan, 2021. "Enterprise Digital Divide: Website e-Commerce Functionalities among European Union Enterprises," Business Systems Research, Sciendo, vol. 12(1), pages 197-215, May.

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