Exploring the Effects of Cognitive and Social Factors on Information System's Utilization and User's Performance (case study: Iran automobile industry)

In this study the role of cognitive and social factors in utilization of information sysyems (IS) and performance outcomes are examined. Unlike common studies in information systems'' acceptance which are based on one of cognitive factors or social ones، in this study both of these groups of factors are merged. The research model of this study is based on Task- Technology Fit (TTF) theory and Adaptive Structuration Theory (AST) which can be considered as a socio-technical model. This is a descriptive correlation research based on Structural Equation Model (SEM). The data are gathered from 186 users of information systems from 16 companies working in Iran automobile industry. Also، the sampling method is stratified random. The results of this study indicate the goodness of fit for the model of research and both groups of social and cognitive factors have direct impact on information systems'' utilization and users'' performance. Social factors have greater impact in comparison to cognitive factors. Moreover، information systems'' utilization is known to have positive effect on individual performance and learning of employees.