Perceived Uncertainty and Perceived Usefulness of Intranet in the Restaurant Franchise Industry

• Published in: Journal of distribution science Vol. 9; no. 2; pp. 123 - 129
• Main Authors: Lee, Hwan-Eui, Cho, Sun-Gu, Hyun, Sung-Hyup
• Format: Journal Article
• Language: Korean
• Published: 30.06.2011
• Subjects: Restaurant; Franchise; Perceived Uncertainty; Perceived Usefulness; Intranet
• ISSN: 1738-3110; 2093-7717

The restaurant franchise industry is one that could benefit significantly from the use of intranet technology, from its potential for improving communications between franchisors and franchisees, to providing easier inventory and ordering processes. However, there is a level of trepidation among potential users about whether the technology would improve their work performance. This study sought to examine the relationships between perceived uncertainty and perceived usefulness of intranet technology in the restaurant franchise industry. Through a review of available literature, 10 sub-dimensions of perceived uncertainty (Duncan, 1972) and six sub-dimensions of perceived usefulness (Davis, 1989) were derived. Canonical correlation analysis was used to examine the relationships between these concepts using data collected from 163 franchising restaurant managers in South Korea. Findings from the data analysis demonstrates two negative factors and one positive factor in perceived uncertainty that influence perceived usefulness, thus offering some implications of what to consider when implementing an intranet system in a restaurant franchise.