Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Annual Conference

The Impact of Social Influence on the Intention to Use Physician Rating Websites - A Randomized Experiment

Published: May 25, 2021


Bernhard Guetz, Alpen-Adria-Universitaet Klagenfurt; Sonja Bidmon, Alpen-Adria-Universitaet Klagenfurt


For physicians, the active implementation of advertising activities can be a challenging task due to legal regulations or specific conditions with regard to this specific occupational group. A viable solution in this context could be the active use of physician rating websites (PRWs). Currently, however, it is not clear which factors affect the behavioural intention to use PRWs. For this reason, we investigated the impact of social influence on the intention to use PRWs. Our results show that social influence has an impact through the two mediator variables credibility and performance expectancy. The study confirms that social influence has an impact on the intention to use PRWs and identifies these online portals as potential marketing tools. Thus, PRWs can be seen as a means of legally accepted marketing activity for this specific occupational group in the long run.