Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality
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...
Paper Details
Title
Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality
Published Date
Nov 1, 2017
Volume
39
Pages
164 - 172
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