Consumer Behavior Related to Artificial Intelligent Health Science Applications

Abstract

Since Artificial Intelligence has been spread into every aspect of life, AI applications relating to health issues or preserving healthier habits represent a new behavioral approach. In our study we examined customer behavior in adopting and purchasing AI-health apps, based on the Value Adoption Model. We develop a framework assessing the variables that make customers willing to accept and willing to pay using these new personalized technology achievements by integrating the components of advantages and sacrifices. To evaluate the structural model, we analyzed a sample of 311 proved users within three months. The results revealed that happiness, usefulness, and trust are significant predictors of willingness to accept and willingness to pay for AI-health apps, and perceived value mediates these effects, while complexity discourages such consumer behavior. The findings can assist the Information and Communication Technology industry, in collaboration with the experienced healthcare professionals, to increase global acceptability of AI-health apps.