Location
Online
Event Website
https://hicss.hawaii.edu/
Start Date
3-1-2023 12:00 AM
End Date
7-1-2023 12:00 AM
Description
Artificial intelligence (AI) has been increasingly popular in diagnosing diseases and recommending drugs in digital healthcare platforms. Leveraging the introduction of an AI-powered medical assistant to one drug category in an online pharmacy platform, we investigate how the adoption of AI affects users’ purchase behaviors using a difference-in-differences design. We find that the adoption of the AI assistant significantly increases users’ purchases in the platform, even for drugs not recommended by the AI assistant. Furthermore, we find that the positive effect of the AI assistant adoption is stronger for early technology adopters, inexperienced users, and users with higher privacy concerns, likely because these users tend to perceive higher value from AI. Finally, our mediation analysis shows that the AI feature increases users’ purchases by increasing their engagement levels in the platform. Our results have important implications for designing and evaluating AI features in online platforms.
Recommended Citation
Shen, Tong; Liang, Chen; Peng, Jing; Guan, Mengcheng; and Li, Jianbin, "AI Assistant in Online Pharmacy" (2023). Hawaii International Conference on System Sciences 2023 (HICSS-56). 4.
https://aisel.aisnet.org/hicss-56/in/impacts/4
AI Assistant in Online Pharmacy
Online
Artificial intelligence (AI) has been increasingly popular in diagnosing diseases and recommending drugs in digital healthcare platforms. Leveraging the introduction of an AI-powered medical assistant to one drug category in an online pharmacy platform, we investigate how the adoption of AI affects users’ purchase behaviors using a difference-in-differences design. We find that the adoption of the AI assistant significantly increases users’ purchases in the platform, even for drugs not recommended by the AI assistant. Furthermore, we find that the positive effect of the AI assistant adoption is stronger for early technology adopters, inexperienced users, and users with higher privacy concerns, likely because these users tend to perceive higher value from AI. Finally, our mediation analysis shows that the AI feature increases users’ purchases by increasing their engagement levels in the platform. Our results have important implications for designing and evaluating AI features in online platforms.
https://aisel.aisnet.org/hicss-56/in/impacts/4