Investigating the integrated comprehensive theory of technology adoption and application (UTAUT) in Iranian organizations, the case study of cement companies

Dissertation for obtaining a master's degree in executive management

Abstract:

Inspection of information technology acceptance models shows that several competitive models have been presented, each of which has a different set of determining factors. In this research; User acceptance using the integrated theory of acceptance and application of technology (UTAUT [1]) by Venkatesh et al (2003) which is the result of the integration of structures related to eight widely used and important models in the field of technology acceptance research has been researched in Iran. This research is based on data collected in the first half of 2019 from a sample consisting of 86 managers and experts of Cement Qeshm, Ardestan, Darab companies. Our work is done. Using the data collected from these four organizations, the hypotheses related to the factors affecting the acceptance of the systems by users for the actual use of information technology systems have been examined, explained and explained. The results of data analysis using the path analysis technique (structural equation modeling) PLS showed that the variable or constructs of "expectation of effort" and "social influence" have a significant relationship with the intention of users to use technologies. Also, the relationship between the constructs of "facilitating conditions", "self-efficacy" and "anxiety" was also evaluated significantly with the use of technology. However, the relationship between the variable "performance expectation" with "behavioral inclination" and the variable "attitude towards the use of technology" with the use behavior was not confirmed. In general, the findings of this research show that the UTAUT model is a strong theoretical model for predicting the behavioral intention and behavior of using information and communication technology systems in our country.

UTAUT provides a useful tool for managers to check the probability of success of new technology and helps them to understand the diversity of acceptance for the designed interventions in the group of users who are not very willing to accept and do not use new systems. At the end of this research, it also provides several practical recommendations for further research.

Key words: acceptance of information systems, new information and communication technology systems, use of information technology, application behavior, integrated comprehensive theory of acceptance and use of technology (UTAUT)

Information and communication technology refers to technologies such as the Internet, intranet, extranet and other technologies that have a wide range from basic infrastructure to technologies that provide services and It includes the work operations of an organization (Gupta[1], 2008).

The development and use of information technology in various fields is the result of the capabilities of information technology, which is facing great success in the business world today. Understanding the factors and conditions that lead to the acceptance of information technology in these fields is one of the important researches in the field of information technology. So far, various models and methods have been used to investigate the factors influencing the acceptance of information technology, the most reliable of which is the technology acceptance model and the theory of technology acceptance and application. Information technology is intertwined with almost all aspects of our life, especially work and professional life. The application of information technology in various fields and the rapid growth of computer use in organizations have given special importance to the examination of the extent and factors of acceptance or non-acceptance of information technology in organizations. (Qorbanizadeh, Nangir, Roudsaz 2011).

Integrated theory of acceptance and use of technology (UTAUT) is the result of combining eight models proposed in the field of technology acceptance (including the technology acceptance model[2], the reasoned action theory model[3], the personal computer use model[4], the planned behavior theory model[5], the innovation diffusion theory[6], the social cognition theory[7] and the acceptance theory of socio-technical systems[8] which was developed by Venkatesh[9] and others has been proposed in 2003.

The present research has carried out the research of individual acceptance of information technology using the integrated theory of technology acceptance and use (UTAUT Venkatesh et al. 2003) in Iran. Some of the researchers believe that the effects and consequences of technology in economic, social and even political systems are much more important than technological developments. This importance has led to the creation and development of scientific knowledge in the field of technology management (Chanaren [10] et al. 2002).

Undoubtedly, the movement towards new technologies is undeniable for organizations, before the transfer of technology, organizations should analyze all aspects of the introduction of technology into their organization, which can be done by using a technology acceptance model that examines the issue comprehensively and comprehensively. Acceptance of technology by users is one of the most important success factors of a technology. If the technology is not accepted by the users or its acceptance is weak, the capabilities of the system will be greatly degraded and it will cause a waste of resources. In addition, because the acceptance of new technologies does not happen instantly, it is a process that takes place over time, and in the case of continuous use and habit, successful acceptance takes place (Haidarieh, Hosseini, and Shahabi 2013).

Many studies have been carried out on the technology acceptance model, which have investigated the effects of perceptual usefulness and perceptual ease of use in the acceptance of technology from each aspect (Davis [11] 1989). paid and showed that the usefulness and use of the system are much more related than the ease of use of the system, but the relationship of usefulness and use of the system is much more than the ease of use of the system. The theory of technology acceptance and use was presented in 2003 by Venkatesh and his colleagues to develop the technology acceptance model. The technology acceptance model was presented by Davis in 1985 based on the theory of reasoned action. This model specifically explains people's behavior related to computer use and various computer technologies. The basis of the technology acceptance model is formed by two specific ideas or beliefs that are among the main factors related to computer acceptance, the perceived usefulness and perceived ease of use and the mental probability formed in users about the usefulness of a system related to information technology, in such a way that the more that system improves their work performance in the organizational context, the more useful it is and as a result, it is used more. Perceived ease of use is the subjective probability formed by users about the ease of use of an information technology system. In this way, the less effort a system needs to learn and use, the more it is used. In this case, it seems that the more useful and easier a system is for users, the more likely it will be accepted by them. In this model, perceived ease of use also affects perceived usefulness. Based on the theory of reasoned action, the technology acceptance model also considers the decision to use as one of the determining factors of computer use (Karkhaneh and Mohammadi 2013).

The basis of this research is the integrated theory of acceptance and use of technology (UTAUT), in which the relationships between the constructs of the research model, i.e. willingness to use technology and facilitating conditions, with the variables of behavioral inclination and the variables of attitude towards the use of technology, self-efficacy and anxiety of using technology. Research hypotheses that are based on the framework of the theoretical model of research are written according to its role and are examined and developed in the studied companies.

Many organizations change and replace information systems with new information systems due to the failure to achieve their organizational and management goals despite the costs incurred. In the selection of this new system as well as its implementation, the influential parameters have been ignored due to the lack of sufficient knowledge of the neglected factors, so the new technology cannot fully help to upgrade the level of intelligent business systems in the organization and the intended goals. "[13], 1989). The purpose of the "Technology Acceptance Model" is to provide a description of the acceptance parameters of computers and information technologies that are general, have the ability to describe the behavior of users of a wide range of computing technologies, and its users are of different types. In addition to the predictive aspect, the model also has a descriptive approach.

Therefore, researchers and managers can identify why a particular system may not be accepted in order to take appropriate corrective steps. A key goal of the "Integrated Theory of Technology Acceptance and Use" is to provide a basis for tracking the effect of external factors on internal beliefs, attitudes, and attitudes.