Marketing smart fabric medical innovations: can physicians' attitudes affect the product adoption process?
- Autores: Ella Carter
- Localización: Estableciendo puentes en una economía global / coord. por Julio Pindado García, Gregory Payne, Vol. 1, 2008 (Ponencias), ISBN 978-84-7356-556-1, pág. 45
- Idioma: inglés
- Enlaces
-
Resumen
The purpose of this research was to investigate how physicians� attitudes could impact the marketing of smart fabrics. More specifically, it was investigate how perceived ease of use and perceived usefulness affect physicians� attitudes and intention to use smart fabric technology. In addition to the previous objective, this research was also designed to investigate whether the Technology Acceptance Model could be used to explain factors influencing the physicians� intention to use smart fabric medical innovations. Although this paper discusses the factors that influence the diffusion of smart fabric innovations, these variables were not the primary focus of this investigation even though these are well-established factors in marketing. However, these factors were included to enhance the reader�s understanding of key marketing theories. Data for this study were collected using a web based survey instrument delivered via email to a randomly selected group of physicians (N=207 responses with no missing data). Physicians were chosen as the sample group because physicians� acceptance is key to social acceptance of smart fabrics for use in medicine, whether as an instrument to further their efforts to monitor patients through telemedicine or to expand their diagnostic capabilities. Using structural equation modeling, two of the five hypotheses investigated in this study were supported. Significant effects were found for the direct relationships between attitude and intention to use and between perceived ease of use and perceived usefulness. The relationships between the direct effects of attitude on intention to use, perceived usefulness on intention to use and perceived ease of use on perceived usefulness were not statistically significant.
