Customer adoption of artificial intelligence in healthcare: An empirical investigation based on multiple samples.

Journal: Health marketing quarterly
Published Date: May 20, 2025

Abstract

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.

Authors

  • Ajay Kumar
    Department of Electrical Engineering and Computer Science, University of Missouri, Columbia, MO, United States.
  • Daruri Venkata Srinivas Kumar
    School of Management Studies, University of Hyderabad, Hyderabad, India.
  • R U Megha
    School of Management Studies, University of Hyderabad, Hyderabad, India.

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