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Explaining the effect of artificial intelligence on the technology acceptance model in media: a cloud computing approach

Seyed Shahramadin Tavakoli (Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran)
Afsaneh Mozaffari (Department of Communication and Information Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran)
Abolfazl Danaei (Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran)
Ehtesham Rashidi (Department of Media Management, Semnan Branch, Islamic Azad University, Semnan, Iran)

The Electronic Library

ISSN: 0264-0473

Article publication date: 23 November 2022

Issue publication date: 2 February 2023

1005

Abstract

Purpose

The purpose of this paper is to explain the effect of the technology acceptance model in the media environment by using the mediating role of artificial intelligence and the cloud computing approach.

Design/methodology/approach

After reviewing the theoretical foundations, a conceptual model framework and research hypotheses were formed. The statistical population of the study included managers, deputies and experts from the National Iranian Oil Company, and a statistical sample of 368 people was selected by simple random sampling.

Findings

The results of structural equation modelling with PLS 2.0 software show a positive and significant effect on the artificial intelligence variable in the technology acceptance model with the cloud approach. Artificial intelligence has opened a new space in the digital world, especially in the media, so that its profound impact is quite evident and has affected people’s lives.

Originality/value

The acceleration of various technologies has severely challenged the approach of organizations, especially the media. The media environment with word of the technologies of the Industry 4.0, especially cloud computing technology, has changed the ways of accessing and using products and services.

Keywords

Citation

Tavakoli, S.S., Mozaffari, A., Danaei, A. and Rashidi, E. (2023), "Explaining the effect of artificial intelligence on the technology acceptance model in media: a cloud computing approach", The Electronic Library, Vol. 41 No. 1, pp. 1-29. https://doi.org/10.1108/EL-04-2022-0094

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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