Evaluating If Trust and Personal Information Privacy Concerns Are Barriers to Using Health Insurance That Explicitly Utilizes AI

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2020-10-19 DOI:10.1080/15332861.2020.1832817
Alex Zarifis, P. Kawalek, Aida Azadegan
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引用次数: 22

Abstract

Abstract Trust and privacy have emerged as significant concerns in online transactions. Sharing information on health is especially sensitive but it is necessary for purchasing and utilizing health insurance. Evidence shows that consumers are increasingly comfortable with technology in place of humans, but the expanding use of AI potentially changes this. This research explores whether trust and privacy concern are barriers to the adoption of AI in health insurance. Two scenarios are compared: The first scenario has limited AI that is not in the interface and its presence is not explicitly revealed to the consumer. In the second scenario there is an AI interface and AI evaluation, and this is explicitly revealed to the consumer. The two scenarios were modeled and compared using SEM PLS-MGA. The findings show that trust is significantly lower in the second scenario where AI is visible. Privacy concerns are higher with AI but the difference is not statistically significant within the model.
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评估信任和个人信息隐私问题是否成为使用明确利用人工智能的健康保险的障碍
信任和隐私已成为在线交易中重要的问题。分享健康信息尤其敏感,但对于购买和使用健康保险是必要的。有证据表明,消费者越来越愿意用科技代替人类,但人工智能的广泛使用可能会改变这一点。本研究探讨了信任和隐私问题是否成为健康保险采用人工智能的障碍。我们比较了两种情况:第一种情况是有限的AI,不在界面中,它的存在没有明确地显示给消费者。在第二个场景中,有一个AI界面和AI评估,这是明确地显示给消费者的。利用扫描电镜PLS-MGA对两种情况进行了建模和比较。研究结果表明,在人工智能可见的第二种情况下,信任度明显较低。人工智能对隐私的担忧更高,但在模型内差异并不显著。
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来源期刊
CiteScore
10.50
自引率
7.00%
发文量
18
期刊介绍: The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.
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