Medical Representatives’ User Acceptance of Remote e-Detailing Technology: A Moderated Mediation Analysis of Technology Acceptance Model

Hyun Woo Kim · Hyejung Chang

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Technology Adoption and User Behaviour Telemedicine and Telehealth Implementation Health, Technology, Consumer Behavior

Abstract

OBJECTIVE: E-detailing methods have steadily evolved toward more contactless and interactive channels, which have received considerable attention during the coronavirus disease 2019 (COVID-19) crisis. Based on the technology acceptance model, this study attempted to identify medical representatives' perceptions and attitudes towards individual innovativeness that affected users' intentions to adopt new e-detailing devices utilizing information and communication technology. METHODS: The subjects of the current study were medical representatives at three major multinational or domestic pharmaceutical companies that operate in South Korea. In total, 300 questionnaires were distributed and 221 were returned. The survey elicited information on respondents' perceived ease of use (PEOU), perceived usefulness (PU), personal innovativeness (PI), and user acceptance (UA) of remote e-detailing technology, in addition to demographic information and occupational characteristics. Structural equation models were fitted to the data. Separate analyses were conducted for different platform types, PCs and mobile devices. RESULTS: PEOU showed a statistically significant positive association with PU. PEOU, PU, and PI were associated with UA, and PI was a statistically significant moderator. On average, PEOU explained up to approximately 45% of the total variation in UA of remote e-detailing. CONCLUSIONS: The analysis supports the framework of the technology acceptance model. PEOU was a substantially strong direct predictor of UA, and PI had a statistically significant, positive moderating effect between PU and UA. Medical representatives with pro-innovative attitudes are more likely to play the role of early adopters of remote e-detailing if they find this technology to be more useful.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1982Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models 1998A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology 2009The Technology Acceptance Model: Its past and its future in health care 2014Technology acceptance model: a literature review from 1986 to 2013 1978Innovativeness: The Concept and Its Measurement 2005Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology 1988Managerial Influence in the Implementation of New Technology

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