Antecedents of Acceptance of Social Networking Sites in Retail Franchise and Restaurant Businesses

Journal of Asian Finance, Economics and Business, Vol. 2, No. 1, pp. 29-36. DOI: 10.13106/jafeb.2015.vol2.no1.29

8 Pages Posted: 15 Nov 2015 Last revised: 22 Dec 2017

See all articles by Jung Wan Lee

Jung Wan Lee

Boston University - Department of Administrative Sciences

Michael Kwag

Boston University - Department of Administrative Sciences

Rajasekhara Mouly Potluri

American University of Nigeria - School of Business, Economics, and Entrepreneurship

Date Written: February 28, 2015

Abstract

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.

Keywords: retail franchise, restaurant business, social networking sites, tangible assets, intangible assets, marketing promotion

JEL Classification: M10, M15, M30, M31

Suggested Citation

Lee, Jung Wan and Kwag, Michael and Potluri, Rajasekhara Mouly, Antecedents of Acceptance of Social Networking Sites in Retail Franchise and Restaurant Businesses (February 28, 2015). Journal of Asian Finance, Economics and Business, Vol. 2, No. 1, pp. 29-36. DOI: 10.13106/jafeb.2015.vol2.no1.29 . Available at SSRN: https://ssrn.com/abstract=2690437

Jung Wan Lee (Contact Author)

Boston University - Department of Administrative Sciences ( email )

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

Michael Kwag

Boston University - Department of Administrative Sciences ( email )

United States

Rajasekhara Mouly Potluri

American University of Nigeria - School of Business, Economics, and Entrepreneurship ( email )

Lamido Zubairu Way
Yola By-Pass
Yola, Adamawa State
Nigeria

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