Behavioral Intention to Searching Retail Franchise Information Using Social Networking Sites

• 발행기관: 한국유통과학회
• 저자명: Jung Wan Lee Rajasekhara Mouly Potluri
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2013 International Conference on Business and Economics (ICBE 2013), 137~141쪽, 전체 5쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.07.13

영문 초록

The paper examines the determinants of consumer behavioral intentions to use social networking sites to search and share retail franchise information. The success of retail franchise information providers or retail franchise facilitators via social networking sites depends not only on consumer expectations but also their behavioral intentions of using it. Unlike recent research under this topic, this paper integrates some components of the service quality dimensions and consumer behavior theories coupled with the recently developed construct of consumer expectations to determine behavioral intentions to use social networking sites. They are the following three components: consumer expectations, perceived value of tangible assets and perceived value of intangible assets of social networking sites providing and sharing retail franchise information. Four hundred and ninety-five samples collected from South Korean consumers are analyzed using factor analysis, structural equation model techniques and one-way analysis of variance. The results show that consumer expectations and the perceived value of intangible assets should be viewed as important antecedents explaining behavioral intentions to use social networking sites. Moreover, higher levels of education of consumers correspond to more favorable perceptions of tangible assets and behavioral intentions to use social networking sites.

목차

Abstract

1. Introduction

2. Literature Review and Hypotheses

3. Research Methodology

4. Results

5. Discussion and Managerial Implications

6. Conclusion

References

키워드

retail franchise restaurant franchise social media information provider tangible assets intangible assets behavioral intention