A Conceptual Model of Technology and E-services Acceptance among Universitie's Students (Case Study: Ferdowsi University of Mashhad)

In spite of increasing interests and trends among Iranian organizations to incorporate information and communication technology (ICT) into service provision to their customers, there is still considerable gap between existing and expected diffusion. The aim of this study was to identify and evaluate main determinants of technology adoption and use on the basis of modified TAM model. The developed model was validated through survey research and data collected from a randomly selected sample of 263 students at Ferdowsi University of Mashhad. Data analysis was conducted using appropriate statistical techniques including regression, and Chaves analysis. The findings of research confirmed the validity of principle model, confirming ease of use and perceived usefulness as main determinants of technology acceptance as suggested by Davis. This study also suggested that the quality of system and personal ability to use technology were good predictors of ease of use, while social interaction and images appeared to be good predictors of perceived usefulness of technology. Furthermore, personal innovativeness proved to have significant effect on intention to use among potential ICT users.