The effect of medical artificial intelligence innovation locus on consumer adoption of new products

The purpose of this study is to explore the effect of innovation locus on consumers' adoption of artificial intelligence products in healthcare. Across four experiments, we demonstrate that consumers are more likely to accept medical artificial intelligence for peripheral products than for core products. This effect is mediated by perceived risk and moderated by a tight-loose culture. Specifically, perceived risk significantly mediates the effect of innovation loci on consumers' adoption of medical artificial intelligence. Loose and tight culture moderates the direct and mediating effects. These findings are important theoretical contributions to the artificial intelligence and healthcare literature. We also provide some practical implications to promote the future development of medical artificial intelligence products and to improve consumers' acceptance of medical artificial intelligence.