Abstract
This study examines factors influencing the user acceptance of intranets in the restaurant industry. The study uses the application of the technology acceptance model (TAM) in explaining intranet usage in restaurant operations. The TAM is an exceptional model for which to predict system usage and has been successfully applied to numerous technologies. The original model was modified to include two independent variables: organization support and information quality. The survey collected data from restaurants in the United States. The results of the study showed that perceived usefulness was the main factor influencing intranet acceptance, while organization support, information quality, and perceived ease of use were not significant in the regression analysis. The findings indicate perceived usefulness of intranet use requires focus in order to improve communications in restaurant franchise systems.
Highlights
According to a recent report, restaurant industry sales reached $799 billion in 2017, and, among the restaurants, 35% were found to be franchised (Thompson, 2018)
The new model proposed that intranet acceptance can be modeled with the variables derived from the technology acceptance model (TAM) (PU and perceived ease of use (PEU)) and two other variables referring to organization support (OS) and information quality (IQ)
With the use of a factor analysis, four factors were identified suggesting that OS, IQ, perceived usefulness (PU), and PEU have an impact on the acceptance of an intranet
Summary
According to a recent report, restaurant industry sales reached $799 billion in 2017, and, among the restaurants, 35% were found to be franchised (Thompson, 2018). The franchise system is prevalent in the restaurant industry. Similar to other franchise industries, restaurant franchises are always facing challenges, such as launching new products, adjusting merchandise structures, and developing private branding strategies, in response to diverse consumer demands (Lee, Hsu, & Huang, 2008). To implement all the new projects and to deal with customer feedback, franchisors and franchisees require prompt communication. Communication helps franchisors to make managerial efforts to stimulate positive attitudes among franchisees and to enhance franchisees’ loyalty to the franchise system (Lee et al, 2008). As a result of the positive function of communication in a franchise system, companies are typically able to devise effective communication channels
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