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The main purpose of this exploratory study is to investigate the attitude of pharmacists, as small- and medium-sized enterprise (SME) owners, toward new technologies, and more precisely, toward the adoption of mobile apps for mobile health (mHealth). Such apps are generally used to improve customer satisfaction and loyalty. This study measures pharmacists’ subjective experiences of mobile apps for mHealth and aims to understand how these pharmacists make sense of these apps.

The study adopted the narrative inquiry technique combined with critical event analysis. Participants' experiences were categorized based on how they viewed new technology tools. Interpretative inductive analysis identified precise aspects of the sense making illustrative of non-adoption or confused adoption of new technologies by pharmacists.

This study investigates to what extent new technology tools such as mobile apps affect retailers and more precisely the reasons why mobile apps are and are not adopted by retailers, as potential users, in the pharmaceutical industry. We identified four aspects of sense making that illustrated non-adoption or confused adoption of new technologies by pharmacists. These aspects are deeply discussed in the paper and are referred to the dimensions of confusion to confidence; suspicion to trust; frustration to education; mistrust to cooperation.

The main limitation of the present study is the limited number of territories investigated. This limitation arose because of the exploratory nature of the available research, which is generally based on case studies, and the lack of clear operationalization of the research available at the time of data collection. Another limitation is that the sample included only SMEs operating in the Italian pharmacy industry.

Many studies have highlighted the opportunities related to new mobile apps in the business-to-business market. Several have investigated customer interest in such new technology. If some contributions have indirectly investigated the acceptance of information technology tools, to the best of our knowledge, no study has been conducted to investigate directly and precisely the level of pharmacists' acceptance, use, and willingness to adopt information technology (e.g., mobile apps) for customer service in mHealth and mainly the reasons of non-adoption.

The study examines the amplifying role of users in the e-healthcare sector and holistically show its current state and potential. The paper aims at contributing to the scientific literature with a comprehensive review of the current state of the art on the application of user innovation (UI) in the e-healthcare sector, as a solid step for discussing the potential, trends, managerial gaps and future research avenues in this field. Despite the crucial importance of the topic and increasing attention toward it in the last few years, there is a lack of comprehensive scrutiny on different angles of involving users in health technology innovations so far.

This study combines two methods of bibliometric analysis and extensive content analysis of 169 journal articles on Scopus and Web of Science to unfold five research questions regarding the mechanisms of involving users, innovations characteristics and the role of users throughout the innovation process.

A clear result of the applied methodology is the profiling of users involved in e-health innovations in seven categories. The results of this study shed light on the current practice of not involving users in all the stages of the innovation process of m-health, telemedicine, self-managing technologies, which is contrary to the best practices of the UI application.

Collection of relevant studies due to lack of comprehensibility of the keywords.

The offered propositions can act as a roadmap to potential research opportunities as well as to organize such innovations from a managerial perspective in particular healthcare organization managers and the middle managers operating at R&D sectors and policymakers.

This study is the first of its kind that digs out the application of UI strategies such as user-centered design in the context of e-healthcare and provides a bibliometric and extensive content analysis of the studies conducted in this theme over the years.