Exploring acceptance of technology-based service innovations: A perspective of social learning theory

There were few studies focused on the acceptance of service innovations. A technology-based service innovation is usually more complicated, thus learning of this innovation is essentially required. We use the case of evidence-based medicine (EBM) realization, one kind of technology-based service innovations, to explore the acceptance of service innovations based on social learning theory. A total of 18 in-depth interviews were conducted with key informants and analyzed using the techniques of grounded theory. Finally, we propose a technology-based service innovation acceptance model and develop three propositions. The model concerns ´perceived advantage´ and ´perceived anxiety´ of users (antecedents), ´learning intention´ (mediator), and ´learning infusion´ (consequence). The ´perceived advantage´ is the positive outcome observed by individuals and it includes perceived cognitive advantage and perceived emotional advantage. The ´perceived anxiety´ is the negative outcome observed by individuals and it includes information anxiety, patient education, patient misunderstanding, colleague competitiveness and coercive force of institution. This study theoretically initiates the perspective towards accepting technology-based service innovations based on social learning theory and practically provides a more specific and complete viewpoint for the acceptance of technology-based service innovations.