Innovative Product Development and Technology Adoption for Medical Applications - Biomaterials Science: An Integrated Clinical and Engineering Approach - page 278

8. Subjective norm for customers

9. Subjective norm for peers

10. Subjective norm for community (Jarrett 2003)

Here is a chart that links these factors together in a realistic format that
describes the decision-making criteria for explaining the behavior of the
adopter of technology. Having dealt with researchers for many years, I've
been accustomed to the idea of “if we make it they will come.” In that frame
of mind the researcher develops a technology or maybe even a product and
“pitches it over the fence” and hopes that someone buys it. I've found it to
be much more efficient and more of a winning strategy to take the adop-
tion factors into consideration before the development than in the market-
ing phase of the product. Working with the user early in the process is a
way to find out the real issues in the adoption of new technology. It always
comes back to the generation of value in the eyes of the customer. If the
nurse spends countless hours charting the vital signs of patients and we
can use technology to automatically record the blood pressure, pulse rate,
and temperature from our equipment, it's a positive factor in the adoption
by the nurse of the new equipment. If this also generates more accuracy
in the recording of the data and provides the nurse more time for patient
interaction rather than data logging, it is beneficial to the patient and to the
doctor.
Without getting too theoretical, the simple answer to the question of
which factors affect the adoption of medical technology is to address how

eory of Reasoned Action adapted as the research model for studying
potential factors influencing the behavioral intent to adopt/use e-
commerce. Constructs of interest: 1. Attitude, 2. Perceived voluntariness,
3. Subjective norms, and 4. Behavioral intent.

Beliefs and
Evaluations
1.1 Relative advantage
1.2 Compatibility
1.3 Image
1.4 Ease of use
1.5 Results demonstrability
1.6 Trialability

2.0
Perceived Voluntariness

1.0
Attitude
Toward
Behavior (A)

4.0
Behavioral
Intention
(BI)

Actual
Behavior

Normative Beliefs
and Motivations
to Comply
3.1 Customers
3.2 Peer suppliers
3.3 Community standards

3.0
Subjective
Norm
(SN)

FIGuRE 11.1
Combined adoption model (From Jarrett, S.M. 2003. Factors Affecting the Adoption of E-Business
in the Aerospace Industry . Dissertation for Nova Southeastern University. Ann Arbor: ProQuest)