انتخاب مدل پذیرش تجارت الکترونیکی در بنگاه‌های کوچک و متوسط ایران؛ بررسی موردی در کارگزاری‌ها و نمایندگی‌های بیمه‌ای

The increasing application of Information Technology (IT) in the area of economics and industrial activities, along with its major changes in organizations, have made the study of this technology in-evitable. This issue is becoming more important when we deal with SMEs, because of their specific conditions, traits and also their sensi-tivity to environmental changes. On the other hand, scientists believe that implementation is a complex process, which contains different steps, and adoption, as one of its major steps, plays an important and critical role in the implementation.In this paper, besides reviewing related proposed models for IT adoption, five major adoption models including: Technology Ac-ceptance Model (TAM), Theory of Planned Behavior (TPB), Innova-tion Diffusion Theory (IDT) as basic models, Unified Theory of Ac-ceptance and Use of Technology (UTAUT), and TAM/TPB/IDT as in-tegrated models, have been studied.Subsequently, we present the results of comparing the effectiveness of selected explanatory models for electronic commerce adoption in insurance agencies and brokers of Tehran (as a group of SMEs). It’s noteworthy that these results have shown that the explanation power of TAM/TPB/IDT integrated model is more than that of the others. Furthermore, it confirms that TAM model is more powerful than other basic models, as it was mentioned in related studies.