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

Thierry Pénard () and Rozenn Perrigot ()
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Rozenn Perrigot: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR1 - Université de Rennes 1 - UNIV-RENNES - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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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.

Keywords: Online purchase; Online search; Franchising; E-commerce; Encroachment; Synergies (search for similar items in EconPapers)
Date: 2017-11
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Published in Journal of Retailing and Consumer Services, Elsevier, 2017, 39, pp.164 - 172. 〈10.1016/j.jretconser.2017.08.003〉

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DOI: 10.1016/j.jretconser.2017.08.003

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