FACTORS INFLUENCING ADOPTION OF E- SERVICES IN IRANIAN UNIVERSITIES

In the last two decades universities have taken advantage of information technology for online classes and service provision to students and academics. However, there are still fundamental questions about the level of technology applications, barriers and incentives, demographic, socio-cultural, and technological issues that need careful consideration, particularly in developing countries. This study investigates the factors influencing adoption of information technology and electronic services among Iranian students using an extended version of Technology Acceptance Model. Research data was collected from a sample of 633 of students at universities throughout the country. Findings of our research suggest that perceived usefulness and ease of use have a positive impact on adoption of e-services. The results indicated that system quality and personal innovativeness are good predictors of ease of use while social influence and image predict perceived usefulness. Moreover, compatibility was known to have an impact on intention to use e-services. Further analysis using Chow statistics supported the initial assumption of moderating role of both personal innovativeness and imitation.