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.

摘要

信任和隐私已成为在线交易中的重要问题。共享健康信息特别敏感，但是购买和使用健康保险是必要的。有证据表明，消费者对代替人类的技术越来越满意，但是AI的广泛使用可能会改变这一点。这项研究探讨了信任和隐私问题是否是在医疗保险中采用AI的障碍。比较了两种情况：第一种情况是界面中没有的有限AI，并且没有明确向消费者显示其存在。在第二种情况下，有一个AI界面和AI评估，并且明确地向消费者显示了这一点。使用SEM PLS-MGA对这两种情况进行了建模和比较。研究结果表明，在第二种显示AI的情况下，信任度显着降低。人工智能对隐私的关注度更高，但在模型中差异在统计上并不显着。