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Influence of Sex on Product Characteristics’ and Subjective Norm’s Impact on the Acceptance of the Artificial Pancreas

Schnarr, R. (2014) Influence of Sex on Product Characteristics’ and Subjective Norm’s Impact on the Acceptance of the Artificial Pancreas.

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Abstract:This empirical research aims at determining to what degree differences in sex account for the acceptance of the artificial pancreas (AP). The focus of this paper is put on the communication strategy the Dutch organization Inreda Diabetic B.V. targets to enhance to market their product to diabetes type 1 patients. Results are generated on the basis of existing scientific literature and through the creation of a website survey by the usage of ‘Lime Survey’, forwarded to 601 Inreda Diabetic B.V. patient contacts of which 413 responses were collected. On the basis of 395 valid replies the impact of the five independent variables; perceived usefulness, compatibility, complexity, normative beliefs and motivation to comply, on acceptance were measured by using the statistical analysis program SPSS. Acceptance was operationalized by intention to use, which is the willingness of patients to use the AP. This paper reveals that there are slight differences existing between sex and male and female’s degree of acceptance. Usefulness is of higher importance for women, whereas normative beliefs is of greater influence for men, complexity and motivation to comply are both insignificant regardless sex and compatibility impinges on men and women’s intention to use by a moderate degree. Inreda Diabetic B.V. is advised to use the gained information as a rough outline of which factors may be necessary to be taken into account when pursuing their marketing and communication strategy and gives a first insight on the impact of sex and male and female’s likeliness to accept the AP. Nevertheless, the outcomes may be different if other factors such as age, culture, race or trialability and observability were included.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:01 general works, 44 medicine, 70 social sciences in general, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/65366
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