Factors affecting young people’s choice to start a business with the food and beverage (F&B) franchise model since Covid - 19.

Abstract

This research examines factors affecting young people's startup choices with the franchise model in F&B industry, in Ho Chi Minh City. The Covid-19 pandemic has had a significant impact on the young startup’s decisions. Therefore, this research aims to further explore the factors related to young people's startup choices under the negative impact of Covid-19. By presenting an overview of the correlation among factors that directly influence young people's choices. Data was collected from 320 interviewers and analyzed using frequency analysis, reliability/validity assessments, and regression analysis with PLS-SEM 3.3.3. The results show that there is a combination between the theoretical framework and the analysis of the study. It also shows the different influence of variables in research model. Besides, the research proposes options for both franchisors and franchisees as well as contributes to promoting the business model in this field. Recommendations for future theory and practice are also made.