A Study of Unified Theory of Acceptance and the Use of Technology in Iranian Organization Case of Cement Factories

Study of Information Technology (IT) adoption models indicates that many competitive models have been presented and each one holds various sets of determinant factors. This research studies user acceptance model in Iran through applying Venkatesh et al.s’ the Unified Theory of Acceptance and Use of Technology (2003) which is outcome of integral structures related to the eight widely applied models in the area of technology adoption. This study is conducted in the first half of 2014. Data were collected from a sample consisting of directors and experts of four cement complexes in Qeshm, Ardestan, Darab and Kerman in Iran. The data analysis revealed that Effort Expectancy and Social Influence have a significant correlation with the Users Intentions of using technologies. In addition, it is found that there is a significant correlation between Facilitating Conditions and use Behavior. Furthermore, results demonstrated relationship between Performance Expectancy and Behavioral Intention which is stronger for men rather than women. Effort Expectancy and Social Influence as well as behavioral Intention is stronger for women in comparison with men. However, the relationship between Performance Expectancy variable with Behavioral Intention was not approved. Generally the result of this study shows that the UTAUT is a reliable and strong model for anticipating the Behavioral intention and Use behavior in IT systems adoption in Iran too.

Keywords:

Information Technology Application , Information Systems Acceptance , Application Behavior , the Unified Theory of Acceptance and Use of Technology (UTAUT)