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A physicians’ decision-making process in prescribing an artificial pancreas is influenced by their perceived social expectations of patients.

Klabbers, W.J.W. (2014) A physicians’ decision-making process in prescribing an artificial pancreas is influenced by their perceived social expectations of patients.

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Abstract:There is a vast literature on technology acceptance and the intention to use new technologies for specific groups of people. However, the current works provide contrasting evidence of the influence of the subjective norm on the intention to use a new technology. This research focuses on 54 Dutch, German and Austrian physicians specialized in diabetes and the use of a new medical device known as the artificial pancreas. The study utilizes an adaptation of the Decomposed Theory of Planned Behavior approach and tests the subjective norm as a one-dimensional belief construct alongside several multi-dimensional belief constructs represented by the social referent groups of physicians, both in a combined setting (one construct) and separately (four distinct constructs), through regression analysis. The findings conclude that while the subjective norm is found to be a significant positive determinant of the intention to use or prescribe an artificial pancreas, it provides an insufficient accordance of the distinct social referent groups involved with the sample, as only the patient referent group exhibits a similar significant positive relationship. The fact that patients exercise a strong influence on physicians’ decision-making reveals an interesting marketing approach to be heeded by companies producing and marketing an artificial pancreas, or a similar implant or prosthetic, as stimulating patient demand may lead to an increase in physicians’ usage or prescribance intentions.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:02 science and culture in general, 44 medicine, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/65288
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