Identification of Effective Factors in Accepting Internet Objects from the Perspective of Users using the TAM Supplemental Model Presented in the Gao and Bai Model. Case Study: Customers of Iran Mobile Communications Company

The markets for mobile operators are changing rapidly and increasingly competitive, and for quick and effective responses to change customer needs in these markets, in order to remain at high levels of competition, operators are continually looking for ways to Overcoming rivals. Utilizing the valuable opportunity of Internet technology to create competitive advantage as the largest mobile phone operator in the Middle East is one of the key issues affecting customer satisfaction and preservation, and ultimately gaining market share in the current competitive market. In this research, using the TAM (Technology Acceptance Model) and adding three factors of technology, social context and individual characteristics, and creating a model for accepting Internet technology, the objects of existing hypotheses were studied. The purpose of this study was to investigate factors affecting the adoption of Internet technology of objects. For this purpose, 384 data from the first company customers were collected through a questionnaire. The data of this research have been analyzed using Smart PLS software and Structural Equation Method. According to the results obtained in this research, factors affecting the acceptance of Internet technology of objects among first-time subscribers, perceived usefulness, effects Social, pleasure and behavioral control. Meanwhile, behavioral control variable is felt and social impact has the greatest impact on adoption of this technology.