The research problem of this article is growing challenges to acceptance and relatively slow adoption of Internet of Things (IoT) based healthcare technologies in day-to-day practice among healthcare professionals. Many studies have offered important insight into the adoption of IoT-based healthcare technologies among employees and patients, but the attitudes of health technicians-professionals have rarely been researched. Research aimed to examine the readiness for adoption of IoT healthcare technologies as an assistive technology in the rehabilitation therapy among technician employees in the clinic for rehabilitation in Belgrade. In this study, we propose an integrated research model based on two perspective models – Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB). Our model includes variables from TAM: perceived usefulness, perceived ease of use, attitudes; TPB: attitudes and subjective norm and inclusion of personal innovativeness. The model is tested on responses obtained from a survey of 85 healthcare professionals the in clinic for rehabilitation in Belgrade, Serbia. The findings suggest that the intention to adopt IoT healthcare technologies in a rehabilitation process is positively influenced by perceived usefulness, attitudes, subjective norms, perceived ease of use, and personal innovativeness. We found no evidence that age and gender influenced the intention to adopt or use IoT healthcare technologies. This study contributes with an empirical attempt that includes healthcare technicians—physiotherapists in enhancing the adoption and application of IoT healthcare technologies as assistive technologies. Findings can help countries in the region conduct similar research among healthcare professionals.

Purpose: This paper aims to discuss relationship management in business-to-business (B2B) ecosystem of electronic media. The goal of this research is twofold. First, the goal is to understand and model the impact of customer relationship management technology adoption on B2B relationships. Second, the authors investigated how trends in e-business and partner relationship management (PRM) affect partner relationship quality in public broadcasting.Design/methodology/approach: This study deals with the impact that relationship capability, relationship fulfillment, operational PRM, analytical PRM, social PRM and readiness to adopt new e-business models produce on relationship quality of a public broadcaster. The research was conducted on a testing sample of 78 participants. All the participants were representatives of the Serbian public broadcaster’s business partners.Findings: Results revealed that relationship capability, analytical and social PRM have a significant impact on relationship quality. In addition to this, the survey suggested that activities such as organizing social events, developing new services, personalization and tailoring of services could improve PRM outcomes.Practical implications: The results aim to help practitioners to enhance their relationships with stakeholders and maximize the total outcomes of those relationships. Specifically, managers and practitioners doing business in the field of electronic media could benefit from the presented results.Originality/value: Significance of the paper is reflected in the fact that it analyzes innovative concepts and technologies. Conclusions and recommendations put forward in the paper could serve as a good basis and framework for other public broadcasters, particularly for those from the developing countries.

This paper studies shopper acceptance for using beacons in the purchase process. The main goal is to examine shopper response to beacon-triggered promotions and propose a model that would help retail practitioners plan the implementation of beacons in stores. The model was evaluated via an in-market test to examine the effects of beacon-triggered promotion on shopper attention, technology acceptance, and the decision to purchase. The test was conducted in Belgrade, Serbia in 10 representative stores where beacons were implemented with 10 twin control stores. The SimplyTastly mobile application was used for sending notifications. Furthermore, two more in-market beacon activations were analysed in Croatia and Bulgaria. The results showed that shoppers accepted beacon technology and that beacon-triggered promotion had a positive impact on shopper attention, purchase behaviour, and the decision to purchase. The results show that the proposed model could serve as a sound basis for the implementation of beacon technology in retail.