Designing an e-learning Culture Model for IT Adoption and SCRM Deployment (Case Study: Shargh cement staff Co.)

This study was conducted to design an e-learning culture model for the adoption of information technology and Social Customer Relationship Management(SCRM) deployment. In this research, mixed research method was used. For this purpose, using semi-structured interview and thematic analysis method, qualitative analysis and after obtaining the main indices of each of the relevant components, based on soft data obtained from experts in this field were analyzed. Findings of the research indicate seven main themes including structural factors, behavioral factors, environmental factors, processes, output, effect and outcome. In the quantitative part of the research, using Cochran formula, out of 922 people, as statistical population of the shargh Cement staff, 271 persons selected by simple random sampling as the sample size. The questionnaire from the qualitative categories was quantified using the Likert scale and analyzed using LISREL software. Collected data was first analyzed by exploratory agent. Then, in the next step, using confirmatory factor analysis, the validity of the research structures was tested and the statistical relationship between the variables and its indicators were confirmed with an average response between 2.19 and 4.35. These numbers indicate that the responses are in the right range and that there is a relationship between the main factors and its sub-components. To test the statistical hypotheses, Student t-test was used to infer the confirmation or rejection of the statistical hypotheses of the research. As a result, the three main dimensions of processes, factors and outcomes and components related to the model were confirmed at a 95% confidence level. According to the final research model, it can be concluded that the proposed model has causal relationships between the dimensions of the model in standard and significant conditions and the obtained results can be cited.