Adoption of Virtual Agents in Healthcare E-Commerce: A Perceived Value Perspective

Research output: Contribution in Book/Catalog/Report/Conference proceedingConference contribution

Abstract

Virtual agents help their users find what they need thanks to an interactive dialog. In the healthcare e-commerce market, virtual agents allow “virtual consultations” available on the web, that lead to a recommendation for personalized treatment. While the adoption intention of these virtual agents by their users is critical for many organizations, the traditional explanatory models such as UTAUT-2 miss key elements specific to the virtual agents in healthcare e-commerce. Filling this gap can help organizations better understand the factors leading to the adoption of such solutions and take them into account in the design and launch of their virtual agents. This paper adopts a perceived value perspective, and proposes an extended model explaining the adoption of virtual agents and of their recommendation in a healthcare context. We test this model with 903 observations collected via an online survey in collaboration with a major European actor in the food supplement market. Our model provides highly actionable recommendations for practitioners and offers a complementary view on the adoption mechanisms of virtual agents, leading to further research recommendations.

Original languageEnglish
Title of host publicationResearch Challenges in Information Science
Subtitle of host publicationInformation Science and the Connected World - 17th International Conference, RCIS 2023, Proceedings
EditorsSelmin Nurcan, Andreas L. Opdahl, Haralambos Mouratidis, Aggeliki Tsohou
PublisherSpringer Science and Business Media Deutschland GmbH
Pages256-271
Number of pages16
ISBN (Print)9783031330797
DOIs
Publication statusPublished - 2023
Event17th International Conference on Research Challenges in Information Sciences, RCIS 2023 - Corfu, Greece
Duration: 23 May 202326 May 2023

Publication series

NameLecture Notes in Business Information Processing
Volume476 LNBIP
ISSN (Print)1865-1348
ISSN (Electronic)1865-1356

Conference

Conference17th International Conference on Research Challenges in Information Sciences, RCIS 2023
Country/TerritoryGreece
CityCorfu
Period23/05/2326/05/23

Keywords

  • E-commerce
  • E-health
  • Technology Adoption
  • Virtual Agent

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