earticle

영어

In the domestic medical device market, global enterprises dominate strong capital, technology, and distribution channels. In various sales marketing policies, they lead the domestic market. With the first launch of molecular point of care diagnostics products in the domestic market, and in line with the growing global market of Point of Care Testing(POCT) products, it was wondered how these products were introduced in domestic medical institutions. Therefore, this study was conducted with the application of Unified Theory of Acceptance and Use of Technology(UTAUT) suitable for technology acceptance. Influenza products suitable most for the new trend of the domestic diagnostic medical device market were divided into 1)Rapid Diagnostics Test(RDT), 2)Reader+Device, and 3)Molecular Point-of-Care(POC) diagnostics product. As for the three types of influenza products being distributed in the domestic market, the influential relations between unified technology acceptance, acceptance intention, and behavioral intention were deeply analyzed in combination with product involvement. This study provided suggestions for production, sales, and marketing of molecular POC diagnostics and POCT products in the rapidly changing medical device market, and for domestic companies and those concerned with sales marketing from the perspective of customer service.