Purpose

The purpose of this paper is to explain the effect of the technology acceptance model in the media environment by using the mediating role of artificial intelligence and the cloud computing approach.

Design/methodology/approach

After reviewing the theoretical foundations, a conceptual model framework and research hypotheses were formed. The statistical population of the study included managers, deputies and experts from the National Iranian Oil Company, and a statistical sample of 368 people was selected by simple random sampling.

Findings

The results of structural equation modelling with PLS 2.0 software show a positive and significant effect on the artificial intelligence variable in the technology acceptance model with the cloud approach. Artificial intelligence has opened a new space in the digital world, especially in the media, so that its profound impact is quite evident and has affected people’s lives.

Originality/value

The acceleration of various technologies has severely challenged the approach of organizations, especially the media. The media environment with word of the technologies of the Industry 4.0, especially cloud computing technology, has changed the ways of accessing and using products and services.

中文翻译：

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解释人工智能对媒体技术接受模型的影响：一种云计算方法

目的

本文的目的是利用人工智能的中介作用和云计算方法来解释媒体环境中技术接受模型的效果。

设计/方法/途径

在回顾了理论基础之后，形成了概念模型框架和研究假设。研究的统计人群包括伊朗国家石油公司的管理人员、副手和专家，通过简单随机抽样的方式选取了368人的统计样本。

发现

使用 PLS 2.0 软件进行结构方程建模的结果表明，采用云方法对技术接受模型中的人工智能变量产生了积极而显着的影响。人工智能在数字世界，尤其是媒体领域开辟了新的空间，其深远的影响是显而易见的，已经影响到人们的生活。

原创性/价值

各种技术的加速发展严重挑战了组织的方法，尤其是媒体。以工业 4.0 技术尤其是云计算技术为代表的媒体环境已经改变了访问和使用产品和服务的方式。