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인공지능진료시스템 이용자의 위험지각과 이용의도 간 가격민감도와 질환중증도의 매개효과 분석

An Analysis on the mediating effect of price sensitivity and disease severity between risk perception and intention to use of AI medical system

신은규
경영연구원 (Management Research Institute)|2021.06|의료경영학연구 (Health Service Management Review)|제15권 제2호|pp. 75-89|DOI 10.18014/hsmr.2021.15.2.75

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키워드

mediating effectArtificial intelligenceIntention to usePrice sensitivityWatsondisease severityPerception of danger

초록

With the advent of the 4th industrial revolution era, from the point of view of medical institutions oriented toward precision medicine, it is important to examine what factors affect the intention of potential patient customers to use medical services using artificial intelligence by investing in expensive artificial intelligence treatment systems. It can be said that it is very important from the point of view of medical institutions that are in the process of Accordingly, the main contents of this study will be first, not only to investigate the simple intention to use AI medical services, but also to understand the effects of potential patients' perceptions of risks and attitudes on use and payment intentions. Second, by examining the mediating effect of disease severity and price sensitivity between potential patient customers' risk perception and payment intention, we will also examine factors to consider in introducing AI-based medical care system. Third, among the factors influencing the willingness to pay and intention for the use of the AI ​​treatment system, I would like to examine how price sensitivity is affected by the severity of the disease. As a result of estimating the direct effect examined, it is confirmed that risk perception affects price sensitivity and intention to use via disease severity. Therefore, in the relationship between risk perception and disease severity, the mediating effect of price sensitivity and the relationship between risk perception and intention to use. The purpose of this study was to examine the mediating effect of price sensitivity on the relationship. As a result of the analysis, it was found that disease severity significantly mediates the relationship between risk perception and price sensitivity (b=.05*), and also significantly mediates the relationship between risk perception and intention to use(b=.225*).

Abstract

With the advent of the 4th industrial revolution era, from the point of view of medical institutions oriented toward precision medicine, it is important to examine what factors affect the intention of potential patient customers to use medical services using artificial intelligence by investing in expensive artificial intelligence treatment systems. It can be said that it is very important from the point of view of medical institutions that are in the process of Accordingly, the main contents of this study will be first, not only to investigate the simple intention to use AI medical services, but also to understand the effects of potential patients' perceptions of risks and attitudes on use and payment intentions. Second, by examining the mediating effect of disease severity and price sensitivity between potential patient customers' risk perception and payment intention, we will also examine factors to consider in introducing AI-based medical care system. Third, among the factors influencing the willingness to pay and intention for the use of the AI ​​treatment system, I would like to examine how price sensitivity is affected by the severity of the disease. As a result of estimating the direct effect examined, it is confirmed that risk perception affects price sensitivity and intention to use via disease severity. Therefore, in the relationship between risk perception and disease severity, the mediating effect of price sensitivity and the relationship between risk perception and intention to use. The purpose of this study was to examine the mediating effect of price sensitivity on the relationship. As a result of the analysis, it was found that disease severity significantly mediates the relationship between risk perception and price sensitivity (b=.05*), and also significantly mediates the relationship between risk perception and intention to use(b=.225*).

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