ERHA model for franchise business marketing information system based on TPB and D&M model: A research in culinary industry for website UI and content

Abstract

Previous studies of intention to purchase franchise business saw potential investor as a marketing agent with the approach of Agency Theory that relates the principal-agent relation who expected to follow the principal's agenda. On the other side, the investor is an individual or an institution who is able to choose other franchise business in same industry such as culinary sector and also has his certain agenda. By finding factors that determine the increase of intention to purchase franchise business through online marketing, the result are used to build ERHA Model which was proved for education and culinary industry. This research is proved for culinary industry. The research method used in this study was structural equation modelling (SEM) using LISREL application. Model building is based on Theory of Planned Behavior and DeLone and McLean model for information system. The objective is to build a model so-called as ERHA model. The results show the ERHA model variables components, such as: Franchise Advantages and Subjective Norm variables give significant positive impact to Trust to Franchisor. On the other hand, Behavioral Control variable, Trust to Franchisor, and Website Quality impact the Intention to Purchase Franchise business positively.