تجزیه و تحلیل مدل پذیرش فناوری عوامل موثر در استفاده از مدیریت دانش برای شرکت های کوچک در صنایع خلاق

This paper explains the factors of affecting the technology acceptance model (TAM) in the application of Knowledge Management to small medium enterprises in creative economy. The objective of this research is to analyze the correlation among the perceived ease of use(PEOU) variable, voluntaries use(VU) variable, perceived entertainment value (PEV) variable, perceived usefulness (PU) variable and factor of Web usage attitude (WU) which is a factor influencing the technology acceptance model of knowledge management in small and medium enterprises. The method of research is explanatory research which aims to analyze the relationship between one variable stage above. The Data collection techniques used in this study is a questionnaire using semantic differential scale and explained the research design, data retrieval, data processing and data analysis. Data analysis used in analyzing factors of technological acceptance model (TAM) in the application of Knowledge Management in small medium enterprises in creative economy is descriptive statistics to consider a frequency distribution the size and spread of data on characteristics of the sample (respondents) and indicator variable endogenous and provide explanation of its mean value, standard deviations, variant, maximum, range, skewness and kurtosis. Statistical analysis inferential using structural equation model (SEM). The result of this paper is the technology acceptance model of knowledge management small medium enterprises influenced by the ease of use (PEOU) which will cause the advantage in using ( PU) because of advantage in using the user will be willing (have willingness) in using (VU), so that have an attitude of the use of Web Knowledge Management (WU)