The study of Iranian users’ reasons in preferring Telegram on other Instant Messaging Applications
Subject Areas : Media Management
1 - دانشگاه تهران
Keywords: Social media, The extended technology acceptance model, Telegram. Instant Messaging Applications,
Abstract :
Social media is one of the most popular web 2.0 features in Iran. Regarding this fact, this paper aims to identify Iranian users’ reasons in preferring Telegram on other Instant Messaging Applications (IMAs). Recently, Telegram has become the most popular IMA in Iran and many people use that every day. Using an extension of Technology Acceptance Model (TAM), I try to answer the question why Iranians use this app instead of other IMAs such as Viber, Line and WhatsApp. The methodology was online survey which was conducted by GoogleDrive.com and a combination of purposed and snowball sampling was choose as sampling method. The sample consisted of 127 respondents and data was analyzed by SPSS 23. The results show that the perceived enjoyment, social effects, perceived usefulness and perceived ease of use is more severe for Telegram, comparing with other IMAs. Also, the findings confirm there is no relationship between education, age, job, income and gender with using Telegram. So we can conclude using Telegram is so pervasive in all of Iranian groups. This can be understood in the light of the term of ubiquitization of telegram in Iran. This paper paves the path for further studies into the situation of social media in Iran.
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