DESIGNING OF A COMPREHENSIVE MODEL FOR ACCEPTANCE OF ELECTRONIC EXCHANGES' TECHNOLOGY (CASE STUDY: BUYING AND SELLING SECTION OF ACTIVE COMPANIES OF IRAN'S STEEL INDUSTRY)

Electronic commerce is increasingly developed as the modern phenomenon of business world. But we must pay attention to the fact that in spite of all benefits electronic commerce has with itself, it should not be observed as a purpose. Certainly necessary actions must be taken with regard to accepting of electronic commerce for applying and facilitating of it in the organization and on the national level. The purpose of this research is designing of a comprehensive model for acceptance of electronic exchanges' technology in steel industry. The above purpose is studied by effective factors on accepting of electronic exchanges' technology in the framework of research hypotheses. In terms of purpose this research is functional and in terms of research method it is descriptivemetrical and of field study. The statistical population of the research consists of all experts and managers of buying and selling section of active companies of Iran's steel industry. We have applied random sampling method in this research. In order to test the conceptual model, structural equations' model has been used that the results of it demonstrate acceptance and confirmation of all studied factors except the effect of seeking of novelties on the intention of electronic exchange. Also, amount of suitability indicators (GFI= 0.99, AGFI= 0.96) show the desirability of the studied conceptual model in this research.

کلیدواژه ها:

Electronic commerce ، acceptance of technology ، perceived easiness ، profitability