Percepciones de los jóvenes sobre la inversión en negocios de franquicias digitales en Guayaquil, Ecuador
DOI:
https://doi.org/10.53591/n3s42j44Keywords:
Digital franchise, Investment intention, Technical familiarity, Digital transformation, Technological entrepreneurshipAbstract
The present study aimed to determine the relationship between technical information and young people’s perceptions in Guayaquil regarding investment in digital franchises. A quantitative approach was adopted, with a non-experimental, cross-sectional design and a correlational scope. Data were collected through a digital survey administered to a sample of 281 participants, using a structured questionnaire of 15 Likert-scale items as the primary data collection instrument. Internal consistency was assessed using Cronbach’s alpha coefficient, yielding a value of .89. Inferential analysis was conducted using Spearman’s rank correlation coefficient. The results revealed that only 14.6% of respondents reported having concrete technical knowledge of the digital franchise model, while 48.4% expressed distrust toward it, largely attributable to the absence of clear and accessible information. The statistical analysis confirmed a strong positive relationship between the level of familiarity with the digital franchise model and investment intention (Rho = .72; p < .01). These findings suggest that structured knowledge of the operational model serves as the primary driver of confidence among prospective local entrepreneurs; consequently, digital franchise systems must incorporate sustained and accessible educational support tailored to the profile of the young investor.
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