Ulpiano, Renato (2021) Adopting Physician-Rating Websites: Assessing the Influence of Practitioners’ Motivations and System Perceptions. Other Degree thesis, Victoria University.

Abstract

Physician-rating websites (PRWs) are internet-based platforms that allow users to read or contribute to reviews of service performance about healthcare practitioners (HCPs). Healthcare consumers use PRWs to rate healthcare services; however, PRWs are not commonly embraced by HCPs, nor by professional associations. Nonetheless, in a competitive environment, HCPs could benefit their practice by attending to what clients publicly communicate about their services to align with the patient centred care (PCC) movement. The systematic literature review (SLR) revealed a paucity of research in the area. This research sought to understand what influences a HCP’s intention to adopt a PRW. In doing so, this research explored the relationship between HCPs’ motivation to adopt such websites and the role of their perceptions of a PRW’s characteristics. The motivation and system elements were assessed in terms of their relative influence on HCPs’ PRW adoption. This research conducted a narrative and SLR to inform a conceptual model to theoretically explain the relationship between motivation, system characteristics, and intention to adopt a PRW that was tested in a cross-sectional study. The research method and methodology included participants, 249 Australian allied healthcare professionals, who were surveyed using validated scales. Structural equation modelling estimated the model and the relative contribution of motivation and system characteristics on the adoption of PRWs. The Results chapter showed that HCPs’ motivation type external regulation—social had a direct negative effect on their intention to adopt a PRW (r = −.21, p < 0.01). In discussing the findings, they contrasted with the perceived system characteristics of relative advantage and ease of use, which were found to have a direct positive effect on intention to adopt a PRW (r = .88, p < .00) and (r = .24, p < .00), respectively. In conclusion, the results from this study, first, increase current understanding of HCP behavioural intention to adopt a PRW. Second, theoretical contributions are made through the integration of self-determination theory and diffusion of innovation applied to this unique context. Third, this study is the first to apply the Multidimensional Work Motivation Scale in Australia. The findings have implications for healthcare businesses and HCPs’ strategic development of PCC measures. Furthermore, translation of the findings could assist in the design of HCPs’ professional development to use online feedback, to manage patient onboarding, and to identify pathways to innovation adoption by HCPs.

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