การพัฒนาแบบจำลองความตั้งใจซื้อแฟรนไชส์ของผู้สนใจเป็นผู้ประกอบการ โดยการวิเคราะห์การถดถอยโลจิสติกทวิ
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งานวิจัยนี้มีวัตถุประสงค์เพื่อ (1) ศึกษาปัจจัยที่มีผลต่อความตั้งใจซื้อแฟรนไชส์ และ (2) พัฒนาแบบจำลองความตั้งใจซื้อแฟรนไชส์ของผู้สนใจเป็นผู้ประกอบการ ทำการเก็บข้อมูลจากผู้เข้าเยี่ยมชมงานแสดงแฟรนไชส์นานาชาติและโอกาสทางธุรกิจ ณ ศูนย์นิทรรศการและการประชุมนานาชาติกรุงเทพ จำนวน 307 ตัวอย่าง วิเคราะห์ข้อมูลด้วยการวิเคราะห์การถดถอยโลจิสติกทวิ ผลการศึกษาพบว่า ความตั้งใจซื้อแฟรนไชส์สามารถอธิบายด้วยปัจจัยความรู้เกี่ยวกับธุรกิจแฟรนไชส์ ความน่าเชื่อถือ ประสบการณ์แฟรนไชส์ และความผูกพันต่อตราสินค้า อย่างมีนัยสำคัญทางสถิติที่ระดับ 0.05 แบบจำลองมีความแม่นยำในการทำนายได้ถูกต้องร้อยละ 84.3 แฟรนไชส์ซอร์สามารถนำข้อค้นพบที่ได้จากงานวิจัยนี้ไปประยุกต์ใช้วางแผนพัฒนากลยุทธ์ทางธุรกิจเพื่อตอบสนองความต้องการของผู้บริโภค
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