نوع مقاله : مقاله علمی پژوهشی

نویسندگان

• زهرا پورجوپاری ¹
• سعید ده یادگاری ²
• مهدی کاظمی ³

¹ کارشناسی ارشد در مدیریت بازرگانی، دانشگاه شهید باهنر، کرمان، ایران

² دانشیار، گروه مدیریت، دانشگاه شهید باهنر، کرمان، ایران

³ استاد، گروه مدیریت، دانشگاه شهیدباهنر، کرمان، ایران

چکیده

این پژوهش باهدف بررسی عوامل مؤثر بر پذیرش پیام‌رسان‌های داخلی توسط کاربران ایرانی انجام شد. تحقیق ازنظر روش از نوع توصیفی- علی بوده و با استراتژی پیمایش انجام شده است. جامعه آماری پژوهش را کاربران پیام‌رسان‌های ایرانی تشکیل می‌دادند. به‌منظور جمع‌آوری داده­ها از پرسشنامه استاندارد استفاده شد. درنهایت تعداد 388 پرسشنامه به‌صورت آنلاین جمع‌آوری شد و در نرم‌افزارهای SPSS26 و PLS3 مورد تجزیه‌وتحلیل قرار گرفت. روایی سازه با استفاده از روایی همگرا و واگرا و پایایی داده‌ها با استفاده از آلفای کرونباخ و پایایی ترکیبی ارزیابی و تأیید شد. یافته‌های این تحقیق نشان داد که اعتماد، تصویر ذهنی و کیفیت سیستم بر راحتی استفاده و سودمندی درک شده تأثیر مثبت دارند. محدودیت دسترسی بر سودمندی درک شده تأثیر منفی و بر راحتی استفاده درک شده تأثیر مثبت دارد. همچنین راحتی استفاده درک شده بر سودمندی درک شده تأثیر مثبت دارد، اما بر نگرش تأثیری ندارد. سودمندی درک شده بر نگرش و نگرش بر پذیرش تأثیر مثبت دارند. نتایج نشان‌ داد که پیام‌رسان‌های ایرانی به‌منظور بهبود پذیرش توسط کاربران باید بر روی برندینگ پیام‌رسان‌ها و آگاهی کاربران تأکید بیشتری کرده و تلاش کنند که سطح پیام‌رسان‌های ایرانی به سطح موردپذیرش بین‌المللی برسانند و همچنین در زمینه بهبود امکانات و کارایی خود نیز تلاش کنند. این تحقیق توانسته شکل جدیدی از مدل‌های TAM را در زمینه پذیرش پیام‌رسان‌های ایرانی با توجه به شرایط کشور ایران ارائه کند.

کلیدواژه‌ها

• پیام‌رسان‌های داخلی
• مدل پذیرش تکنولوژی (TAM)
• اعتماد
• تصویر ذهنی
• کیفیت سیستم
• محدودیت دسترسی

موضوعات

• مطالعات فضای مجازی و شبکه­‌های اجتماعی

عنوان مقاله [English]

Factors Influencing the Adoption of Domestic Messengers by Iranian Users

نویسندگان [English]

• zahra pourjoupari ¹
• saeid dehyadegari ²
• mehdi kazemi ³

¹ M.A. in Business Management, Shahid Bahonar University, Kerman, Iran

² Associate Professor, Department of Management, Bahonar University of Kerman,, Kerman, Iran

³ Professor, Department of Management, Bahonar University of Kerman,, Kerman, Iran

چکیده [English]

Abstract
This study aimed to investigate the factors affecting the adoption of domestic messengers by Iranian users. The research was descriptive-causal in nature and employed a survey strategy. The statistical population consisted of users of Iranian messaging platforms. Data were collected using a standard questionnaire. A total of 388 questionnaires were collected online and analyzed using SPSS 26 and PLS 3 software. Construct validity was assessed and confirmed through convergent and discriminant validity, while reliability was evaluated and confirmed using Cronbach's alpha and composite reliability. The findings indicated that trust, mental image (or brand image), and system quality positively affect perceived ease of use and perceived usefulness. Access restrictions negatively affect perceived usefulness and positively affect perceived ease of use. Furthermore, perceived ease of use positively affects perceived usefulness but does not significantly affect user attitude. The results confirmed that perceived usefulness positively affects user attitude, and attitude, in turn, positively affects behavioral intention to use. To enhance user acceptance, it is recommended that developers of domestic messengers place greater emphasis on brand building and user awareness initiatives. Furthermore, efforts should be made to elevate the technical standards of these platforms to an internationally competitive level by improving their facilities and overall efficiency. This study contributes to the literature by proposing an adapted Technology Acceptance Model (TAM) tailored to the specific context of domestic messenger adoption in Iran.
Extended Abstract:
Introduction
One of the most significant changes the internet has brought to daily life is the transformation of how people communicate. This shift has been facilitated by the emergence and growth of social media and various messaging platforms. The evolution of Web 2.0 was pivotal, as it not only enabled user-generated content but also encouraged users to share this content across networks. The proliferation of digital communication technologies has fundamentally altered interpersonal communication, leading to the creation of diverse text-based tools such as online discussion forums, blogs, social networking services, and instant messaging. Among these, instant messaging stands as one of the most widely used internet applications, allowing users to share content and establish individual or group communication via video, audio, and text from any location at any time. In Iran, following the arrival of the internet in the 1990s, the use of internet-based communication tools and instant messaging platforms expanded rapidly and was widely embraced by users, attracting a large audience to these services. Initially, all available messengers were of foreign origin. However, recent years have seen the development and introduction of various domestic messengers, such as Soroush, Bale, ETA, iGap, and Rubika. According to official statistics, despite certain access restrictions on foreign platforms, this category of messengers has managed to attract a larger user base in Iran than their domestic counterparts. This preference is attributed to factors such as superior features, higher performance, ease of use, and robust group communication capabilities. Although domestic messengers have received substantial material and non-material support in recent years, leading to significant improvements in their quality and user base, their popularity remains lower than that of foreign messengers. Given the proliferation of Iranian messaging platforms and their comparatively lower user acceptance relative to foreign competitors, it is crucial to investigate the factors influencing their adoption. Therefore, this study was conducted to identify and examine the factors affecting the acceptance of domestic messengers.
Research Methodology
This study is applied in its purpose and descriptive-causal in its methodology, employing a survey strategy with a quantitative approach to data. The statistical population comprises users of domestic Iranian messaging services. Based on the minimum acceptable sample size of 384 for an unlimited population, data were collected from 388 participants, which meets and exceeds this requirement. Data collection was conducted by distributing a questionnaire link to users of these messaging services.
Research Finding
The findings show that Image affects perceived usefulness and perceived ease of use with path coefficients of 0.106 and 0.261, respectively. System quality influences perceived usefulness and perceived ease of use with coefficients of 0.238 and 0.302, respectively, while trust affects them with coefficients of 0.373 and 0.372, respectively. Conversely, limited accessibility has a negative effect on perceived usefulness (-0.123) and a positive effect on perceived ease of use (0.174). Furthermore, perceived ease of use affects perceived usefulness and attitude with coefficients of 0.080 and 0.180, respectively. Perceived usefulness has a strong positive effect on attitude (0.806), and attitude, in turn, strongly affects acceptance (0.861).
Conclusion
Information and communication technologies (ICT) are rapidly evolving. Significant advancements in areas such as the internet, mobile phones, personal computing, and satellite communications have fundamentally altered methods of communication, cultural norms, and various other facets of human life. The global expansion of the internet, in particular, has driven the proliferation of diverse web-based applications. Messengers have emerged as one of the most significant and successful products of this internet-led expansion. They have become a vital and popular communication channel, offering a highly personalized and user-friendly alternative to traditional short message services (SMS) and email. Users can effortlessly engage in private one-on-one or group conversations, access and share information anytime and anywhere via their mobile devices, and even express their personalities and emotions within this digital space. The results of this study suggest that for domestic messengers to achieve international acceptance, Iranian developers should focus on enhancing their platforms' usefulness and functionality while prioritizing network security and user trust.

کلیدواژه‌ها [English]

• Iranian Messenger
• Technology Acceptance Model (TAM)
• Trust
• Image
• System Quality
• Limited Accessibility