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 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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https://halshs.archives-ouvertes.fr/halshs-01615117
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Submitted on : Thursday, October 12, 2017 - 12:57:18 AM
Last modification on : Tuesday, March 5, 2019 - 6:34:06 PM

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Thierry Pénard, Rozenn Perrigot. Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality. Journal of Retailing and Consumer Services, Elsevier, 2017, 39, pp.164 - 172. ⟨10.1016/j.jretconser.2017.08.003⟩. ⟨halshs-01615117⟩

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