Ajay Kumar, Daruri Venkata Srinivas Kumar, R U Megha
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Customer adoption of artificial intelligence in healthcare: An empirical investigation based on multiple samples.
Healthcare workers are facing unprecedented work pressure due to the workload owing to the increase in lifestyle diseases. Artificial Intelligence (AI) is coming to help the healthcare industry by complementing healthcare workers. AI is finding applications in various domains of healthcare. Customer adoption of AI is one of the critical elements of the success of AI implementation in healthcare. The authors are trying to determine the essential factors affecting customer adoption of AI in healthcare. The authors have developed a conceptual framework for customer adoption of AI in healthcare using the Unified Theory of Acceptance and Use of Technology (UTAUT), privacy concerns, creepiness, and trust to build a framework that addresses the new aspect of AI-based solutions adoption. Structural Equation Modelling (SEM) and Multi-group Analysis (MGA) were used for data analysis. Performance expectancy, privacy concerns, trust, and social influence were the essential factors affecting customer adoption of AI in healthcare.
期刊介绍：
Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.
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