Analysis of Factors Affecting Technology Acceptance by Iranian Movie Producers

Abstract

Since investment on cinematic technologies imposes excessive costs on authorities, acceptance of these technologies among its users has an important role in their success and final efficiency. The purpose of this study was to analyze factors influencing on acceptance of technology among Tehran cinematic artists. In this study, at first, by collecting information from the library, determinant variables of usage of new technologies were specified. On this basis, in addition to the variables of model of acceptance of technology, social influence, resistance to change and self- efficacy were studied. In next stage, for surveying the effect of studied components, closed- end 27- items questionnaire was used for collecting data. The measurement tools in this study were the established questionnaire made of a technology acceptance model. The number of sample was determined equal to 211 according to the preliminary study that samples included Tehran cinematic actors. Based on the results, all variables, except for resistance to change and self- efficacy of computer that had meaningful difference less than average, other had meaningful difference more or equal to average. Mean difference of attitude toward usage of technology and of social influence was meaningful in different graduate ranges and mean of other factors shows no meaningful difference in different graduate ranges. All assumptions were confirmed in 5% meaningful level.

Keywords: Technology Acceptance Model, Cinema, Social Influence, Resistance to Change, Self- Efficacy.