The influence of perceptions in adoption intention and behavior — a case study of a biomedical product

Abstract

Similar to the case of biotechnology industry, companies providing devices in the biomedicine industry face several challenges, and to stand out from competitors need to know how to get to the right customer. Potential customers (i.e., individuals and organizations) may choose to adopt or reject an innovative product and will later confirm that decision or not. Such decision is of utmost importance to the success of innovative products and, therefore, of the company that provides them. The aim of this study is to understand how perceptions formed about a biomedical product can influence its adoption intention and behavior and, hereafter, influence the decision of other potential adopters. Findings from a multiple case study provide a clear definition of the adoption process of a specific biomedical product, combining two existing theories - the Diffusion of Innovations Theory and the Technology Acceptance Model - and including the feedback created by interactions between current users of the product and potential users, to understand what influences potential adopters' decisions.