의료 인공지능(AI)을 선호하는 경우: AI 의사에 대한 소비자 선호도에 대한 질병 낙인의 조절 역할
When Medical Artificial Intelligence (AI) Is Preferred: The Moderating Role of Disease Stigma on Consumer Preference for AI Doctors
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질병 치료를 받아야하는 환자들이 의료 서비스를 거부하거나 피하는 현상이 사회적 문제로 대두되고 있다. 이에 대한 하나의 해결책으로 의료 업계에서는 인공지능(AI) 의사를 도입하려 하나 소비자들이 언제, 왜 의료 AI를 더 많이 (또는 적게) 선호하는지에 대한 마케팅 연구는 부족한 실정이다. 이러한 기존 문헌의 한계를극복하자 본 연구는 질병 종류의 역할을 집중 조명하고자 한다. 본 연구는 두 가지 실험을 통해 환자들이 공개적으로 밝히기 꺼려하는 질병(stigmatized disease)에 감염된 경우 AI 의사에 대한 상대적 선호도가 증대됨을 밝힌다. 또, 이러한 현상이 환자들이 수치심을 피하고자 하는 동기에서 비롯됨을 밝힌다. Study 1은소비자들이 stigmatized disease의 증상을 경험할 때 AI 의사에 대한 상대적 선호도가 증가한다는 사실을밝혀냈다. Study 2에서는 앞서 밝힌 효과가 예상되는 수치심에 의해 매개됨을 밝혀냈다. 본 연구는 소비자의료 서비스 문헌과 의료 AI 문헌에 공헌하며, 병원과 의료 서비스 회사의 AI 기술 적용과 관련된 시사점들을 제공한다.
Abstract
Consumer resistance or avoidance of going to the doctor is a widespread problem. While various industries are starting to think of solving this problem by using artificial intelligence (AI) doctors, there is little research in the marketing field on when and why consumers may be more likely to use medical AI. To fill this gap, our research focuses on disease type as a moderating factor, proposing an effective usage strategy. Study 1 provided initial evidence for the impact of disease type on consumers’ willingness to make an appointment with a doctor. The results revealed that consumers’ relative preference for AI doctors increased when they had symptoms of a stigmatized (vs. non-stigmatized) disease. Study 2 provided evidence for our hypothesized role of shame as the underlying mechanism of our proposed effect. That is, the difference in relative preference for a human versus AI doctor in response to a stigmatized (vs. non-stigmatized disease) was mediated by the amount of shame consumers expected to feel during the appointment. The findings contribute to research on consumer healthcare and consumer response to medical AI and provide practical implications for hospitals, healthcare companies, and society at large that are looking to harness the potential of AI technology and help patients.
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