The Impact of Social Influence on the Intention to Use Physician Rati...

For physicians, the active implementation of advertisingactivities can be a challenging task due to legal regulations or specificconditions with regard to this specific occupational group. A viable solution in this context could be the active use of physician rating websites (PRWs). Currently, however, it is not clear which factors affect the behavioural intention to usePRWs. For this reason, we investigated the impact of social influence on the intention to use PRWs. Our results show that social influence has an impactthrough the two mediator variables credibility and performance expectancy. The studyconfirms that social influence has an impact on the intention to use PRWs and identifies these online portals as potential marketing tools. Thus, PRWs can be seen as a means of legally accepted marketing activity for this specific occupational group in the long run.