Abstract
Electronic detailing (e-detailing) means using digital technology by pharmaceutical companies as a means of relaying information about pharmaceutical products to physicians. This study addresses the factors that could affect the decision of physicians to adopt e-detailing technology. Based on the theoretical foundations of technology adoption models, Rogers' work on diffusion of innovations could be useful to study physicians' adoption of e-detailing. The authors propose a revised model to help explain physicians' adoption of e-detailing.
| Original language | English |
|---|---|
| Pages (from-to) | 116-132 |
| Number of pages | 17 |
| Journal | Services Marketing Quarterly |
| Volume | 31 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2009 |
ASJC Scopus Subject Areas
- Business, Management and Accounting (miscellaneous)
Keywords
- Adoption
- Diffusion of innovation
- e-detailing
- e-marketing
- e-promotion
- Pharmaceutical detailing
- Pharmaceutical marketing
- Rogers' model
- Technology acceptance model
- Video and interactive e-detailing
Disciplines
- Business Administration, Management, and Operations
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