Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2007. Franchising is expected to be the leading method of doing business in the new century. It is thus important to identify the motivational drives and characteristics of franchisees underlying the creation and management of franchising relationships which contribute to the success of franchising. To understand more fully the franchisees' purchase behaviour, the Fishbein and Ajzen theory of reasoned behaviour (TRA) was adopted to explore the important variables of Thailand's potential franchisees. In this study, the relationship between attitude toward purchasing a franchise based on perceived advantages of franchising, subjective norms with respect to purchase, personality traits (the Big Five model of personality dimensions), demographics and prospective franchisees' purchase intention were explored. Data were collected at the national franchise exposition in Bangkok during 23-26 June, 2005. Questionnaires were given to 520 potential franchisees; however the number of valid questionnaires was 390. A descriptive correlational design was employed. Data were analysed using T-tests, ANOVA, and correlation analyses. Most of the respondents were female (53.9%) owing to the majority of female attendees to the franchise fair, 26-40 years old (64%), had graduated with a bachelor's degree and higher (81%), and were currently employed (89.6%). They also had prior self-employment experience (53.9%). Training provided by the franchiser, well known name, start-up and on-going support were found to be the greatest advantages perceived by the respondents. However, the fifth perceived advantage pertaining to job satisfaction indicates that potential franchisees also care about their job satisfaction which is internal rather than external. In terms of gathering information, the respondents would be more motivated by franchise consultants, franchise fairs, and existing franchisees respectively. As for personality traits, they were rated highly on Agreeableness, Conscientiousness, Intellect and Extraversion, while rating low on Neuroticism. The findings showed a difference between age and intention to become a franchisee, and a difference between occupation and intention to become a franchisee. There was no difference between respondents with and without self-employment history, and intention to become a franchisee. Franchise applicants with different educational levels evidenced no difference in their intention to purchase a franchise. Pearson's Correlation analysis showed attitude and subjective norms had the most significant correlation with purchase intention, followed by personality traits. Based on the likelihood of becoming a franchisee, the target group of prospective franchisees were retirees and individuals with the age range of 51 years and older, who had a favourable attitude towards franchising. They had professional advice from expert referents, especially from existing franchisees and franchise fairs, and were higher in Conscientiousness, Intellect, Extraversion, and Agreeableness. The Fishbein and Ajzen theory of reasoned action was effective in explaining prospective franchisees' purchase intention. Enhancing positive attitudes toward franchising, incorporating appeals via expert references, such as existing franchisees, management consultants, franchise consultants, and other opinion leaders, targeting prospective franchisees with the age range of 51 years and older, who are retirees, possessing personal characteristics of Conscientiousness, Intellect, Extraversion and Agreeableness, may prove to be fruitful strategies to promote franchising in Thailand.