The Relationship Model of Utility of Iranian Users in Database

The purpose of this article is to study the relationship model of effective factors on increasing of utility of database consumers in Iran. In fact, the meaning of utility is the consumer satisfaction, in economic point.
In this study a mixed method was used in 2 steps: First, a content analysis approach, and second, a survey method through self-made questionnaire (25 questions) were carried out. The research population included the users who paid for using databases. The research population for the content analysis covered the related literatures to utility during of 2011-2015, from Science Direct, Proquest, and Ebsco databases. The random sampling, which was used for the survey, included 200 users which is the minimum number for performing structural equations. They were selected among of the users of the Central Library of the University of Tehran and the Library of Industrial Management Institute.
FINDINGS:As for the first question: The main factors which increased the utility of database users on the base of paying money were: Information need, quality, incentives, added information, and finally individual and social characteristics. For the second question: the utility model of database consumers in Iran has drawn on the base of factor analysis of each utility factor.
The offered model illustrates the order of effectiveness priority of the four categories which are factors that increase the utility of database users: quality, incentives, added information, and information need, and the fifth category “individual and social characteristics” is addressed as a factor with less effectiveness. This model is the first available model for utility of database users, which is drawn up with an uncompromising approach. So it can be used, criticized and possibly developed as a base model for similar research.