Analyzing the Effect of Social Capital on the Acceptance of Modern Media Technologies (Case Study: Augmented Reality Technology)

The issue of technology acceptance has been studied by various scientists. Over the years, different models for technology adoption have been proposed; But none of these models analysed media technology acceptance technically. In this research, eleven experts were interviewed in the fields of social studies, media and communications to investigate especially the role of social capital factor in technology acceptance. These eleven attendees have been selected based on the opinion of experts and by snowball method during research.
Finally, most of the interviewees claimed that all three factors; norm, trust and the network as sub-themes of social capital play an important role in technology acceptance; But in all these sub-themes, the factor of trust has been emphasized more than the others by the interviewees. This research attempted to take a new step in this field by presenting a local model of media technology acceptance.