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How privacy calculus builds user engagement through trust in AI medical consultation

Author

Listed:
  • Yumei Luo

    (Yunnan University)

  • Suxin Li

    (Yunnan University)

  • Qiongwei Ye

    (Yunnan University of Finance and Economics
    Yunnan Design Institute Group Co., LTD.)

  • Jialiang Zheng

    (Yunnan University)

Abstract

AI medical consultation is becoming more common, offering a promising avenue for improving the efficiency and effectiveness of healthcare delivery. However, researches on enhancing user engagement in AI medical consultation remains inadequate. This study aims to enhance user engagement by examining the influence of perceived benefits and risks on two types of trust—function-based trust and institution-based trust—and how these forms of trust contribute to distinct dimensions of user engagement. We tested the research model with 449 AI medical consultation users. The results show that both types of trust significantly predict users’ attitudinal and actionable engagement. However, only institution-based trust is associated with informational engagement. Convenience is critical in the formation of both types of trust; however, privacy invasion is only associated with institution-based trust, misdiagnosis with function-based trust, and personalization with neither type of trust. The findings have significant theoretical and practical implications for the design and implementation of such services.

Suggested Citation

  • Yumei Luo & Suxin Li & Qiongwei Ye & Jialiang Zheng, 2025. "How privacy calculus builds user engagement through trust in AI medical consultation," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-18, December.
    • Handle: RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-025-00795-7
    DOI: 10.1007/s12525-025-00795-7
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    More about this item

    Keywords

    AI medical consultation; Engagement; Trust; Privacy calculus theory;
    All these keywords.

    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • I10 - Health, Education, and Welfare - - Health - - - General

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