Today and in highly competitive and fast-paced arena of the world, industrial companies focus on achieving technological superiority through the effective use of world modern-day technologies in the production and operation process associated with all their available resources. With using this procedure, these industrial companies try to achieve long-term and sustainable competitive advantages. On the other hand, applying world modern technologies does not solely guarantee success of these companies, rather, preparing preliminary grounds associated with the acceptance of technology will be decisive in this field. This article deals with clarifying factors affecting the adoption of new technologies and showing relationship of these factors together. For this purpose, Unified Theory of Acceptance and Use of Technology (UTAUT) Model has been used to study factors affecting the adoption of new technologies. In the same direction, relationship between constituent components of this model has been studied with regard to the acceptance of new technology of Electro-Slag Remelting (ESR) in Esfarayen Steel Industry Complex using FUZZY DEMATEL Technique.

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