Antecedents of Acceptance of Social Networking Sites in Retail Franchise and Restaurant Businesses
- Jung Wan Lee Michael Kwag Rajasekhara Mouly Potluri
- 한국유통과학회
- The Journal of Asian Finance, Economics and Business(JAFEB)
- Vol. 2 No.1
- 등재여부 : KCI등재
- 2015.02
- 29 - 36 (8 pages)
The paper examines the antecedents of acceptance of social networking sites in retail franchise and restaurant businesses. The success of retail franchise and restaurant business operators via social networking sites depends not only on organizational benefits but also on their behavioral intentions of using it. Three hundred and twenty four samples collected from South Korean retail franchise and restaurant employees are analyzed using factor analysis, structural equation model techniques and one-way analysis of variance. The results of the study identify the three constructs of organizational benefits, perceived tangible assets and perceived intangible assets as for important antecedents to accept social networking sites for their business use. Moreover, higher position employees tend to have more favorable perception of tangible assets and acceptance of social networking sites for their business use.
1. Introduction
2. Literature Review
3. Research Method
4. Results
5. Discussion and Conclusion
References