Purpose

Digital 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/approach

A 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.

Findings

The 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/implications

AI 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 implications

Customer 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/value

This 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.

中文翻译：

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医疗保健中的人工智能：价值共创过程以及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领域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看法及其对价值共同创造的影响。

设计/方法论/途径

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（预期人工智能价值共创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。

发现

结果表明，人工智能技术的价值共同创造过程是输入、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，并非所有运营资源都会直接、积极地影响人工智能的结果。通过共同决策与人工智能结果之间的间接和积极的中介关系表明了一个交互式的人工智能价值共同创造过程。

研究局限性/影响

人工智能技术仍处于消费者在医疗保健领域采用的早期阶段。未来的研究有必要通过成熟的服务生命周期来调查模型的有效性。

实际影响

客户对新数字创新的看法是在以前的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。当前技术的强烈参与度和感知价值将有助于客户轻松使用人工智能技术。

原创性/价值

本研究调查了医疗保健领域人工智能技术价值共同创造过程的独特阶段。结果表明，价值共同创造过程是输入、技术支持的体验和人工智能输出的函数。