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Background  The promotion of early diagnosis is undoubtedly effective in reducing the burden of disease. Contrast-enhanced ultrasound (CEUS) is a diagnostic technology for liver cancer, but its implementation faces some challenges. Understanding the influencing factors of CEUS utilization is crucial for its successful implementation. However, such research is rare. The aims of this study were to investigate the status of CEUS utilization and its predictors in China.    Methods  Through multistage random sampling, a cross-sectional study design was conducted among physicians in charge of direct use of CEUS working at liver disease-related departments of sampled health institutions. To access the potential influencing factors of physicians' CEUS utilization, a structured questionnaire was developed based on the theoretical model, which was developed by integration of the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM). Structural equation modeling was used to verify the proposed hypotheses, and analyze the relationship and mechanism between the factors.    Results  A total of 309 physicians were enrolled. The mean score of utilization behavior was 2.04 (SD = 1.07), and 37.22% above the mean. The favorable fitting results demonstrated that the integration of TAM and TPB was an acceptable model. SEM results also identified physicians’ intentions to use CEUS was directly associated with utilization behavior ( β  = 0.287,  P  < 0.001). Attitude ( β  = 0.272,  P  < 0.001), subjective norm ( β  = 0.172,  P  = 0.013), perceived behavioral control ( β  = 0.491,  P  < 0.001) and perceived usefulness ( β  = 0.108,  P  = 0.027) significantly influenced physicians’ intentions. Besides, subjective norm ( β  = 0.065,  P  = 0.021), perceived behavioral control ( β  = 0.141,  P  = 0.003), and perceived ease of use ( β  = 0.022,  P  = 0.033) indirectly affected physicians’ CEUS utilization.    Conclusions  The findings provide a reference for understanding the factors associated with physicians' utilization of CEUS. Additionally, the proposed measures such as building innovative and incentive environment, providing high quality and adequate training, etc., will help promote the utilization of CEUS, thereby increasing the detection rate of liver cancer, and improving the survival rate and the quality of life for liver cancer patients.    Supplementary Information  The online version contains supplementary material available at 10.1186/s12911-021-01540-8.

bmc medical informatics and decision making

What factors predict physicians' utilization behavior of contrast-enhanced ultrasound? Evidence from the integration of the Theory of Planned Behavior and Technology Acceptance Model using a structural equation modeling approach