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The effect of stakeholders’ general beliefs of technology on perceived usefulness and eventually intention to use a product in medical innovation management: A review of type 1 diabetes patients and physicians in the Netherlands

Uncu, C.E. (2014) The effect of stakeholders’ general beliefs of technology on perceived usefulness and eventually intention to use a product in medical innovation management: A review of type 1 diabetes patients and physicians in the Netherlands.

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Abstract:In the field of technology adoption, discovering the antecedents of technology use is of major importance. This study will focus on the effects of the four dimensions of the Technology Readiness Index (optimism, innovativeness, discomfort, and insecurity), complexity, and compatibility on the mediator perceived usefulness and eventually the dependent variable intention to use an Artificial Pancreas. The Artificial Pancreas is currently being developed by an SME in the Netherlands and is different from other diabetes treatment methods available on the market. The Artificial Pancreas combines the functions of two continuous glucose monitors and two pumps, in which the administration of the appropriate amount of insulin and glucagon is fully automated. This study assessed two respondent groups involved in the future adoption of the product, namely, physicians in the Netherlands, Germany, and Austria and type 1 diabetes patients in the Netherlands. A sample of 398 type 1 diabetes patients was collected with most of the patients residing in the Netherlands. Furthermore, a sample of 66 physicians in the Netherlands, Germany, and Austria was collected. Multiple hierarchical regression analyses were performed to test the relationships between the TRI and TAM. This study was able to prove that also within this context the TRI can be used as an antecedent of TAM. Moreover, this paper found empirical evidence of a positive effect of optimism, innovativeness, and compatibility on perceived usefulness among diabetes patients. On the other hand, complexity was negatively related to perceived usefulness. In the physician group, this research found evidence of a positive effect of optimism on perceived usefulness and a negative effect of insecurity on perceived usefulness. In both groups, the mediator perceived usefulness had a strong positive effect on the dependent variable, intention to use. In addition, in the patients group evidence was found for a partial mediation between innovativeness and compatibility and intention to use through perceived usefulness. This study’s results indicate that several personality dimensions in the TRI and perceived usefulness in TAM are important when adopting a medical innovative product. This should be considered when marketing managers in the medical domain develop implementation strategies.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/66079
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