The Applied of Technology Acceptance Model in Iranian Social Messengers, case study (Eitaa and Bale)

Ali Reza Habibi¹ Marzia Nazari² Mohamma Amin Modaber³

1) Assistant Professor, Department of Business Administration, Ahlul Bayt International University, Tehran, Iran. Email:
2) Master of Business Administration, Ahlul Bayt International University, Tehran, Iran. Email:
3) Master of Business Administration, Ahlul Bayt International University, Tehran, Iran. Email:

IOI Code : XHFK-KCGFH
Publication : 2nd International Conference on Applied Researches in Humanities, Economics, Management & Accounting(icrhema.com/2nd)
Abstract :
    The purpose of this study is to apply the technology acceptance model in Iranian social media messages (EItaa and Bale) using the TAM (Technology Acceptance Model). The current research is descriptive-causal in terms of its practical purpose and data collection method. In terms of the type of data, the qualitative-quantitative research has 5 hypotheses (quantitative) and one question (qualitative). Its statistical population has two parts, the quantitative part includes 210 students of Ahlul-Bayt International University (undergraduate, master, and PhD) and the qualitative part includes 12 students of Ahlul-Bayt International University who have work experience or their previous field was Computer Science (IT), an interview was conducted. The data collection tools of this research are interviews and questionnaires. SPSS-26 and SMART-PLS-4 software were used for data analysis. The results of the research show that 6 factors such as technical features, motivational factor, national media message, support for internal media message, limitation of internal media message and trust as external variables of this model affect the subjective perception of perceived ease of use and subjective perception of Helpfulness has a significant effect on attitude. It also shows that the variables of ease of use and usefulness can predict 83% those users will use the media message of Eitaa and Bale, and it becomes possible when these factors are given more attention and improvement. Motivational factors, technical features, support of internal media message by users, reduction of internal media message limitation by the founders of this media message, increase and attraction of users trust in this media message help to operate more efficiently and effectively and from in this way, they can achieve competitiveness among other media messages, which ultimately leads to the real use of this media message by users.

Keywords : information technology subjective perception of ease of use subjective perception of usefulness attitude