ارزيابي تاثير تفاوتهاي فرهنگي بر استفاده از فناوري اطلاعات در محيط چند فرهنگي رسانه ملي

Evaluation effects of cultural differences on use of information technology in organization: Case study: External Service of IRIB

Development and spread of information and communication technology during the past decade has brought in new changes in the organizational levels. Especially in the media organizations . These organizations have been turned in to a filed for new and rival technologies. The information technology must be used according to the cultural, Economical, Social, Political and Managerial needs. If these factors are not taken into account then the organizations may fail to achieve their targets. It is necessary for staffs of an organization to be able to work with IT. Neglecting this point may lead to wastage of resources. There for it is obviously necessary for any organization to determine the factors which promote the acceptance of IT by itʹs workers . Acceptance and use of IT by workers is a topic of various researches . In this thesis I have examined the various models of IT use and have compared them with each other . I have also examined the role of different cultures and cultural factors in using the IT according to two hofsted s cultural dimensionsʹ. This research has been met in the multicultural atmosphere of External Service Of IRIB . In this research emphasis has been made on effects of culture on perception and use of IT. This research examines within-culture variance in the influence of values on perceptions and use of information technology (IT). Based on cross-cultural research, we suggest that cultural values influence technology acceptance and use. Specifically, we argue that masculinity/femininity directly influences personal innovativeness with IT,and indirectly influences computer self-efficacy, and computer anxiety . These three factors influenced perceived ease of use, and use of IT According to the Data analysis Individualism/collectivism did not demonstrate significant relationships to these malleable traits. Our results suggest that masculinity/femininity influences personal innovativeness with IT and computer self efficacy, computer anxiety, and perceived ease of use, and use of IT.