Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-08-01 DOI:10.1108/jrim-09-2022-0293

Eric L. Swan, J. W. Peltier, A. J. Dahl

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引用次数: 0

Abstract

PurposeDigital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare. This study aims to understand patient perceptions of AI and its impact on value co-creation.Design/methodology/approachA conceptual model was developed to investigate how value co-creation operant resources (digital self-efficacy and relational service quality) impact value co-creation engagement (shared decision-making) and value co-creation outcomes (anticipatory AI value co-creation and intention to adopt AI). Data were collected from 332 respondents and analyzed using structural equation modeling.FindingsThe results indicate that the value co-creation process for AI technologies is a function of inputs, experiences and AI outputs. Operant resources were found to be positively associated with shared decision-making. However, not all operant resources directly and positively impacted AI outcomes. The indirect and positive mediated relationships through shared decision-making to AI outcomes suggest an interactive AI value co-creation process.Research limitations/implicationsAI technologies are still in early stages of consumer adoption in healthcare. Future research is warranted that investigates the validity of the model through maturing service life cycles.Practical implicationsCustomer perceptions of new digital innovations are formed in the context of previous digital experiences. Marketers need to understand how customers view their current non-AI technologies. Strong engagement and perceived value of current technologies will help ease customers into the usage of AI technologies.Originality/valueThis study investigates the unique stages of the value co-creation process for AI technologies in healthcare. The results demonstrate that the value co-creation process is a function of inputs, tech-enabled experiences and AI outputs.

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医疗保健中的人工智能：价值共创过程和其他数字健康转型的影响

目的数字化转型正在改变医疗保健的服务模式和护理提供方法。人工智能（AI）代表了医疗保健领域的下一波变革。本研究旨在了解患者对人工智能的感知及其对价值共创的影响。设计/方法/方法开发了一个概念模型来研究价值共创操作资源（数字自我效能和关系服务质量）如何影响价值共创参与（共享决策）和价值共创结果（预期人工智能价值的共同创造和采用人工智能的意图）。数据收集自332名受访者，并使用结构方程模型进行分析。研究结果表明，人工智能技术的价值共创过程是输入、经验和人工智能输出的函数。研究发现，运营资源与共同决策呈正相关。然而，并不是所有的操作性资源都对人工智能的结果产生了直接和积极的影响。通过共享决策与人工智能结果的间接和积极中介关系表明了一个互动的人工智能价值共创过程。研究局限性/含义人工智能技术仍处于消费者在医疗保健中采用的早期阶段。未来的研究需要通过成熟的使用寿命周期来调查模型的有效性。实际含义客户对新数字创新的感知是在以往数字体验的背景下形成的。营销人员需要了解客户如何看待他们当前的非人工智能技术。当前技术的强大参与度和感知价值将有助于让客户轻松使用人工智能技术。独创性/价值本研究调查了医疗保健中人工智能技术价值共同创造过程的独特阶段。结果表明，价值共创过程是输入、技术支持体验和人工智能输出的函数。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.