Articolul precedent |
Articolul urmator |
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Ultima descărcare din IBN: 2024-04-10 11:35 |
SM ISO690:2012 GOMA, Ludmila, GOMA, Daniela. Aplicarea instrumentelor de marketing in managementul inovării tehnologiei medicale. In: Congresul consacrat aniversării a 75-a de la fondarea Universității de Stat de Medicină şi Farmacie „Nicolae Testemiţanu”, 21-23 octombrie 2020, Chişinău. Chişinău: USMF, 2020, p. 110. |
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Congresul consacrat aniversării a 75-a de la fondarea Universității de Stat de Medicină şi Farmacie „Nicolae Testemiţanu” 2020 | ||||||
Congresul "Congresul consacrat aniversării a 75-a de la fondarea Universității de Stat de Medicină şi Farmacie „Nicolae Testemiţanu”" Chişinău, Moldova, 21-23 octombrie 2020 | ||||||
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Background. Given that previous research indicates that customers’ resistance is the leading cause of innovations failure (Ram, 1989), this paper analyzes the effect of analogy and culture on customers’ resistance to healthcare technology innovation. Objective of the study. Analyze the efficiency of analogy as a marketing tool in reducing the negative effect of resistance on the innovation of medical technology; the impact of consumers’ resistance to innovation on purchase intention and product evaluation. Material and Methods. An experimental design with marketing instruments as a betweensubjects factor with two treatment groups(in total 171 participants): (1) a control group condition and (2) an analogy condition was conducted to test the effectiveness of analogy on reducing the negative effects of passive innovation resistance on purchase intention and evaluation of the heart-monitoring device called KariaBand. Results. Against predictions, the results of this study showed that analogy does not reduce the negative effects of passive innovation resistance on adoption and evaluation (H1). However, this paper did confirm that the country has a significant effect (H2). Furthermore, the results of this study showed the facilitating effect of analogy on evaluation in developing countries (H3b). Moreover, the findings provided no support for H4; prior knowledge does not moderate the effect of analogy on adoption and evaluation. Conclusion. The findings have theoretical implications for research on innovation adoption and resistance, as well as managerial implications for marketing communication. The facilitating effect of analogy on innovation evaluation occurs among consumers from a developing country. |
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Cuvinte-cheie marketing communication, innovation resistance, analogy, comunicarea de marketing, rezistenta la inovații, analogie |
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