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Exploring the impact of franchise support on franchisee acceptance of intranet in quick service restaurant (QSR) franchise system

Kunsoon Park (Department of Consumer Sciences, South Dakota State University, Brookings, South Dakota, USA)
Seungwon “Shawn” Lee (Tourism and Event Management, George Mason University, Manassas, Virginia, USA)
Mahmood A. Khan (Department of Hospitality and Tourism Management, Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 12 August 2014




The purpose of this paper is twofold: to investigate the impact of franchisor support on quick service restaurant (QSR) users’ intranet acceptance; and to examine the technology acceptance model (TAM) to explain QSR users’ attitude toward the franchise intranet usage. Franchisors are building intranet systems as a communication tool to assist their franchisees in performing their jobs better. However, there is a little available literature that discusses in detail the use of the intranet by franchise systems.


This study adopted the TAM to investigate the acceptance of the intranet in the context of QSR franchise systems. The original TAM was modified to include an external variable, franchise support. A total of 161 returned and completed responses were examined. Descriptive analysis, validity, principal component factor analysis and regression analysis were used to estimate the relationships between constructs.


The key finding of this study is that franchise support is a key in the decision for users to use intranet systems in the QSR franchise systems. This study also confirmed that there are positive and significant relationships among key variables: franchise support, perceived usefulness of intranet, perceived ease of use of intranet, attitude toward using intranet and behavioral intentions to use intranet. Regression analysis revealed that TAM is a valid model in predicting intranet adoption in restaurant franchise systems.


This study pursued franchise support, which was not included in the original TAM, to see how it affects perceived ease of use, perceived usefulness and intention to use. In addition, a list of recommendations for improving the situation in that franchise organization is provided.



Park, K., “Shawn” Lee, S. and A. Khan, M. (2014), "Exploring the impact of franchise support on franchisee acceptance of intranet in quick service restaurant (QSR) franchise system", Journal of Hospitality and Tourism Technology, Vol. 5 No. 2, pp. 143-159.



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