Document Type : Original Article
Authors
1
Human Resource Management, Faculty of Management. Kharazmi University, Tehran, Iran, rnoori@khu.ac.ir
2
Information Technology and Operation, Faculty of Management. Kharazmi University, Tehran, Iran, farrokh@khu.ac.ir
3
Faculty of Management, Kharazmi University, Tehran, Iran, vahid.h1996@gmail.com
Abstract
This research examines how external organizational factors influence the acceptance and readiness assessment for integrating big data analytics into citizen relationship management at Tehran Municipality. The study employs Davis's Technology Acceptance Model (TAM) in an applied, field-based design. Data were collected using a standardized questionnaire based on TAM, with a sample of 105 managers and experts from Tehran Municipality, and analyzed using structural equation modeling in SPSS and SmartPLS software. The questionnaire comprises five main dimensions, with validated reliability and validity. Results indicate that external factors (scalability, data storage and processing, data analysis capabilities, flexibility, and reliability), perceived ease of use, and perceived usefulness significantly impact the acceptance of big data analytics. Furthermore, organizational external components such as data storage and processing, flexibility, and reliability lead to satisfaction and intention to utilize big data analytics in managing citizen relations by creating perceived usefulness and confirming user expectations. These findings corroborate previous research and demonstrate that strategic attention to training, expert recruitment, hardware development, infrastructure enhancement, and information security can facilitate effective adoption of big data analytics, thereby creating opportunities for research development in legal, economic, and other fields.
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