Ravinder P.S. Makkar, Amitabh Monga, Anju Arora, Surabhi Mukhopadhyay and Ajay Kr. Gupta
Patients are often ill‐equipped to know which speciality to choose for their health problem. Especially in the presence of non‐specific symptoms, choosing the right specialist…
Abstract
Patients are often ill‐equipped to know which speciality to choose for their health problem. Especially in the presence of non‐specific symptoms, choosing the right specialist might not be so obvious. In such cases, misdirected self‐referrals by patients to self‐chosen specialists can sometimes lead to misdiagnosis resulting in unwarranted delays in getting the right treatment. The general physicians, on the other hand, are in a unique position to oversee the big picture of patients’ health, and are therefore better equipped to identify and sort out their individual health problems. Hence instead of a specialist if the first place of contact for patients is a general physician, they are likely to be guided along the right path of treatment for their various health problems. Such a system will minimize errors on the part of the patients by making certain that they are referred to the appropriate specialists.
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Som Sekhar Bhattacharyya, Surabhi Verma and Gayathri Sampath
Multisided platforms (MSPs) have become omnipresent. Millennial consumers have taken well to MSPs. It has become imperative to explicate the process of adoption of MSPs by…
Abstract
Purpose
Multisided platforms (MSPs) have become omnipresent. Millennial consumers have taken well to MSPs. It has become imperative to explicate the process of adoption of MSPs by millennials. The purpose of this study is to comprehend the factors that lead to the adoption of MSPs by millennials beyond the factors identified in the technology acceptance model (TAM).
Design/methodology/approach
Data was collected from 252 respondents through a structured survey questionnaire to comprehend MSP adoption. Partial least squares structured equation modelling was applied for analysis.
Findings
The theoretical lens of TAM was applied for the study. Results indicated that over and above TAM, millennials’ intention to use of MSPs was moderated by ethical expectations, as well as ethnocentric thinking. The study, thus, extended TAM theoretical conversation by including factors of consumer ethnocentric behaviour and customer ethical considerations.
Research limitations/implications
This study modifies the TAM factors theoretically by including two new factors, namely, customers’ ethical expectations and ethnocentric thinking.
Practical implications
This study results would help MSP firm managers comprehend the importance of consideration of consumer ethnocentric behaviour and customer ethical considerations. Thus, managers have to include in their MSPs’ aspects of customers’ ethical expectations and ethnocentric thinking while marketing their MSPs’ while doing business with millennials.
Originality/value
This was one of the first studies that extended TAM by adding the factors of ethical expectations and ethnocentric thinking in the context of MSP adoption for millennial customers.