A review of Technology Adoption Models in the Media

Given the increasing spread of technology in different societies and its benefits in content production, content distribution and content reception, a rational decision is using these technologies, but in practice, there are some obstacles that make technology adoption a difficult task. This article aims at finding existing motivations and obstacles for technology adoption in media firms. In this article, technology adoption is studied at individual as well as media firm levels. Theories related to media firms are using those theories applied at the individual level. Although some of these models have been studied by different scholars and their limitations and qualifications have been mentioned, it seems that the issue of technology adoption has not been fully investigated in the field of media management. It is hoped that studying these models would lead to presenting models which could be applied more efficiently.