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

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.