The Development of Prospective Entrepreneurs' Franchise Purchasing Intentions Model Using Binary Logistic Regression
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Abstract
This study aimed to (1) explore factors influencing franchise purchase intention and (2) develop a model of franchise purchase intention among those interested in becoming entrepreneurs. Data were obtained from 307 attendees of the Thailand Franchise and Business Opportunity at the Bangkok International Exhibition and Convention Centre. The binary logistic regression technique was used to analyze the data. The findings revealed that the following four variables, namely franchise knowledge, credibility, franchise experience, and brand commitment, could explain and predict franchise purchase intention at 0.05 statistical significance. The accuracy of the model in correctly predicting was 84.3. The findings of this investigation can be leveraged by franchise owners to develop and implement business plans according to the expectations of their customers.
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