背景:人工智能(AI)可以以其不断增强的将复杂的结构化和非结构化数据转化为可操作的临床决策的能力来改变医疗保健流程。尽管已经确定AI比临床医生有效得多,医疗保健的收养率一直较慢。之前的研究指出,对人工智能缺乏信任,隐私问题,客户创新程度,和感知的新颖性价值影响人工智能的采用。随着AI产品向患者的推广,修辞在影响这些因素中的作用很少受到关注。
目的:本研究的主要目的是研究沟通策略(精神,pathos,和徽标)在克服阻碍患者采用AI产品的因素方面更成功。
方法:我们进行了实验,其中我们操纵了沟通策略(精神,pathos,和徽标)在AI产品的促销广告中。我们使用AmazonMechanicalTurk收集了150名参与者的回复。在实验过程中,参与者随机接触到特定的基于修辞的广告。
结果:我们的结果表明,使用沟通策略来推广AI产品会影响用户的信任,客户创新,和感知的新奇价值,提高产品采用率。充满Pathos的促销通过推动用户的信任(n=52;β=.532;P<.001)和产品的新颖性价值(n=52;β=.517;P=.001)来提高AI产品的采用率。同样,充满精神的促销通过推动客户创新来提高人工智能产品的采用率(n=50;β=.465;P<.001)。此外,充满标识的促销通过减轻信任问题来提高人工智能产品的采用率(n=48;β=.657;P<.001)。
结论:使用基于修辞的广告向患者推广AI产品可以通过缓解用户对在护理过程中使用新AI代理的担忧来帮助克服阻碍AI采用的因素。
Artificial intelligence (AI) can transform health care processes with its increasing ability to translate complex structured and unstructured data into actionable clinical decisions. Although it has been established that AI is much more efficient than a clinician, the adoption rate has been slower in health care. Prior studies have pointed out that the lack of trust in AI, privacy concerns, degrees of customer innovativeness, and perceived novelty value influence AI adoption. With the promotion of AI products to patients, the role of rhetoric in influencing these factors has received scant attention.
The main objective of this study was to examine whether communication strategies (ethos, pathos, and logos) are more successful in overcoming factors that hinder AI product adoption among patients.
We conducted experiments in which we manipulated the communication strategy (ethos, pathos, and logos) in promotional ads for an AI product. We collected responses from 150 participants using Amazon Mechanical Turk. Participants were randomly exposed to a specific rhetoric-based advertisement during the experiments.
Our results indicate that using communication strategies to promote an AI product affects users\' trust, customer innovativeness, and perceived novelty value, leading to improved product adoption. Pathos-laden promotions improve AI product adoption by nudging users\' trust (n=52; β=.532; P<.001) and perceived novelty value of the product (n=52; β=.517; P=.001). Similarly, ethos-laden promotions improve AI product adoption by nudging customer innovativeness (n=50; β=.465; P<.001). In addition, logos-laden promotions improve AI product adoption by alleviating trust issues (n=48; β=.657; P<.001).
Promoting AI products to patients using rhetoric-based advertisements can help overcome factors that hinder AI adoption by assuaging user concerns about using a new AI agent in their care process.