Evaluating If Trust and Personal Information Privacy Concerns Are Barriers to Using Health Insurance That Explicitly Utilizes AI

Zarifis A., Kawalek P. & Azadegan A. (2021). ‘Evaluating if Trust and Personal Information Privacy Concerns are Barriers to Using Health Insurance that Explicitly Utilizes AI’, Journal of Internet Commerce, vol.20, pp.66-83. Available from (open access): https://doi.org/10.1080/15332861.2020.1832817

19 Pages Posted: 12 Feb 2021

See all articles by Alex Zarifis

Alex Zarifis

University of Southampton; University of Cambridge - Cambridge Judge Business School

Peter Kawalek

Alliance Manchester Business School

Aida Azadegan

affiliation not provided to SSRN

Date Written: January 5, 2021

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.

Keywords: Artificial Intelligence, health, information privacy, insurance, trust

Suggested Citation

Zarifis, Alex and Kawalek, Peter and Azadegan, Aida, Evaluating If Trust and Personal Information Privacy Concerns Are Barriers to Using Health Insurance That Explicitly Utilizes AI (January 5, 2021). Zarifis A., Kawalek P. & Azadegan A. (2021). ‘Evaluating if Trust and Personal Information Privacy Concerns are Barriers to Using Health Insurance that Explicitly Utilizes AI’, Journal of Internet Commerce, vol.20, pp.66-83. Available from (open access): https://doi.org/10.1080/15332861.2020.1832817, Available at SSRN: https://ssrn.com/abstract=3715611

Alex Zarifis (Contact Author)

University of Southampton ( email )

Southampton Business School
Southampton
United Kingdom

University of Cambridge - Cambridge Judge Business School ( email )

Trumpington St.
Cambridge, CB21AG
United Kingdom

Peter Kawalek

Alliance Manchester Business School ( email )

Oxford Road
Manchester, N/A M13 9PL
United Kingdom

Aida Azadegan

affiliation not provided to SSRN

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