Investigating the Tendency of Investors Toward Building Smartening Based on the Technology Acceptance Model (Case study: Coastal areas of Māzandarān Province)

In recent decades, along with the growth of technology and its entry into the construction industry, the smartening of buildings has increased in developed countries. Yet, despite targeting the country's development plans in Iran, investors have not shown much interest in working in this field. The present study aimed to identify the factors affecting the tendency of investors toward building technology-based construction and use the TAM model to investigate the relationship between technology acceptance and the amount of investment in the intelligent building industry. This research is based on the Technology Acceptance Model (TAM). This research was applied in terms of purpose and descriptive-correlational in terms of method. Data were collected using the library method and questionnaire tools. The research population included activists in the field of the construction industry in the coastal areas of Māzandarān province. After confirming the validity and reliability, the questionnaires were randomly distributed among 160 members of the research population. The data obtained from the questionnaires were analyzed using the Pearson correlation parametric test in SPSS25 and AMOS software. The findings confirmed the existence of a significant relationship between the "trust" variable and "perception of usefulness," "perception of ease," and "attitude" variables in the research model. Given respondents' lack of trust in intelligent building technology, there is not a very positive attitude towards technology among the research population. Given the lack of trust of respondents in smart building technology, there is not a very positive attitude towards technology among the statistical community. This has led to their unwillingness to accept this technology in the construction industry, as building intelligence has a minimal share of construction in the coastal areas of Māzandarān, which can be due to a lack of knowledge and awareness of the benefits of intelligent building technology and lack of proper information.