Fostering Franchising Intention of SMEs in Vietnam: A Motivation-Opportunity-Ability Perspective

Franchising is one of the most interesting areas of management research, attracting researchers and practitioners from all over the world. Many factors that drive franchising intention have been identified by previous researchers. They also demonstrated that there are numerous research gaps in this subject that must be filled. The primary goal of this study is to identify and test new factors of franchising intent. Finally, to clarify the role of these components, this study used the Motivation - Opportunity - Ability paradigm. To test the hypothesis, SmartPLS software was used to evaluate a total of 252 valid questionnaires collected from small and medium businesses in Hanoi, Vietnam. The findings revealed that franchisee motivation, franchisor support, and asset specificity have a positive impact on franchising intention. In whatever case, the opportunity has the greatest impact on participation intentions. In terms of the impact level on SMEs’ intentions in the franchise system, ability comes in second. Furthermore, the moderating influence of franchisee asset specialization in the relationship between opportunity and franchising intention is confirmed by this study. This study examines the theoretical and practical contributions, as well as their limitations, and suggests some future research on the subject.