Exploring the Technology Acceptance Behaviour Among Swedish Doctors : A Single Case Study of an Innovative Ovarian Cancer Diagnosis Tool

Abstract: The introduction of new, innovative technologies within cancer diagnosis is needed, however, the barriers to entering the healthcare market are high, with various regulations and stakeholders to consider. The purpose of this thesis is to research doctors’ attitudes toward the current and emerging methods within cancer diagnosis, with the ultimate objective of providing insights into how companies can affect doctors’ technology acceptance behavior. Understanding of the end-user can facilitate the early involvement of doctors in a company's development process, which can contribute to a successful introduction of a new technology to the healthcare market. This thesis adopts a qualitative single case study approach, where the empirical data was collected through semi-structured interviews. The interviews were conducted with doctors specialized in General Medicine and Obstetrics and Gynecology. The findings reveal that doctors are cautiously positive towards new technologies, but require them to deliver greater benefits compared to their costs, have high performance, and have good usability. In addition, they demand them to be supported by research studies that substantiate their efficacy. Furthermore, a company must build trust by means such as establishing credibility and demonstrating a clear clinical purpose. The thesis also concludes that doctors’ attitudes are influenced by their belief systems and social factors, including the opinions of colleagues or hospital leaders. Finally, the findings suggest that companies should conduct research studies, create resource-sharing collaborations, involve doctors early in the development process, and establish effective communication strategies to influence doctors’ technology acceptance behaviors.