Compilation and Validation of the Model of social Capital Levels Effective on the Adoption of New Augmented Reality Media Technologies

One of the most modern visualization technologies that today has been used in all fields is Augmented Reality (AR) technology, which has its own specific attractions in many areas such as business, marketing, sales of products, etc. Considering the speed of learning this technology, the importance of developing a local model is important. In this regard this article seeks to answer this basic question that what is the paradigmatic model of the influence of social capital on the adoption of new media technology with an emphasis on augmented reality technology in Iran and whether it has an appropriate credit? Generally, this research attempts to explain the relationship of social capital as one of the subheadings of identity in accepting new media technologies. The research method of present study is of an applied type, in which based on the mixed research method in the qualitative part, by studying the document, books and articles available in this field, parameters are identified and then by interviewing eleven people expert in the fields of social studies, media and communication, amount of people’s social capital and its effect on accepting technology were studied. Overall, the results of data analysis showed that all three factors of norm, trust and network as sub themes of social capital play an important role in technology acceptance; but in all these sub themes, the factor of trust has been emphasized by the interviewees more than other others.