Cognitive engagement with AI-enabled technologies and value creation in healthcare |
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| Authors: | Pradeep Kumar Demetris Vrontis Fabiano Pallonetto |
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| Affiliation: | 1. Birla Institute of Management Technology (BIMTECH), Greater Noida, India;2. Department of Management, University of Nicosia, Nicosia, Cyprus S P Jain School of Global Management – Dubai Campus, Dubai, United Arab Emirates;3. School of Business, Institute of Innovation, Maynooth University, Kildare, Ireland |
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| Abstract: | Despite the potential for artificial intelligence (AI)-enabled technologies in healthcare, their benefits are limited owing to the numerous challenges of cognitive engagement. This research paper explores the factors of “cognitive engagement with AI-enabled technologies” and its impact on the customers' benefits and value creation. A mixed-method study was utilized in the Indian health-care setup where AI-based technology is developing. The qualitative findings shed light on the factors of cognitive engagement with AI-enabled technologies. Grounded on the theories of customer benefit, an integrative framework of customer-perceived financial, experiential, psychological, and functional benefits, alongside perceived instrumental and terminal values, was developed. The quantitative findings of PLS-SEM explain the dynamics of the patients' cognitive engagement with AI-enabled technologies. The results enrich a more nuanced understanding of how the patient benefits of AI applications have different impacts on perceived value. The study concludes with theoretical and practical implications. |
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