Universitatea de Stat de Medicină şi Farmacie "Nicolae Testemiţanu"
Abstract
State University of Medicine and Pharmacy "Nicolae Testemiteanu" Chișinău, Republic of Moldova, Congresul consacrat aniversării a 75-a de la fondarea Universității de Stat de Medicină și Farmacie „Nicolae Testemițanu” din Republica Moldova, Ziua internațională a științei pentru pace și dezvoltareIntroduction: Given that, previous research indicates that
customers’ resistance is the leading cause of innovations
failure (Ram, 1989). Was analyzed the effect of analogy and
culture on customers’ resistance to healthcare technology
innovation and if consumers’ prior knowledge played a role
in the success of the analogy.
Purpose:
This study makes several contributions to the
literature. First, by focusing on the effect of
analogy on customers’ PIR. Second, by analyzing
the impact of cultural differences on the effects of
marketing instruments on the resistance to
innovations. Third, by investigating whether prior
consumer knowledge has a moderating impact.
These findings can help managers reduce or even
prevent consumers’ PIR and improve evaluations
of their products by allocating resources to the
most effective instruments.
Material and methods: An experimental design with marketing
instruments as a between-subjects factor with two treatment
groups: (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.
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.
Conclusions:
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 related to the innovation
evaluation occurs among consumers from a developing country; less
knowledgeable consumers benefit from the analogy effect for purchase
intention and evaluation of the innovation