Exploring user behavior towards accepting service innovations Cases of evidence-based medicine realization in Taiwan

Two hospitals implementing evidence-based medicine system, an example of service innovations, are selected as research sites. This study adopts a two-stage method. First, unstructured interviews from key informants are analyzed by the technique of grounded theory. Second, structured interviews are analyzed using factor analysis and cluster analysis. This study induces user behavior as five types: instrument-oriented, emotion-oriented, communication-oriented, uselessness-oriented and anxiety-oriented behavior. Next, the subjects are grouped as four clusters: mastered, absorbed, fatigued and explored type. Furthermore, this study finds that the user behavior forms an evolution path, going through the explored stage, absorbed stage, mastered stage and fatigued stage. The derived outcomes can provide an effective managerial strategy for hospital managers to diffuse an innovation.