人工智能入侵了人类吗？在医疗场景下消费者对人工智能接受程度的机制研究——基于群际威胁理论的视角

人工智能技术和医疗产业需求之间存在鸿沟，技术本身无法实现经济价值，只有结合应用场景，了解影响消费者行为和心理内在机理，才能有针对性解决应用过程中挑战。人工智能与人相似，人们却将其视为群体外成员。对人工智能(AI)未知影响的恐惧，可能会导致消费者低估使用AI带来的好处，高估威胁。本研究基于群际威胁理论，研究医疗领域AI角色对消费者接受的影响。主要内容包括：（1）预测防控、筛查诊断、治疗康复三种医疗情境下，AI角色对消费者接受的影响。（2）群际威胁即群体级现实威胁、群体级象征威胁、个体级现实威胁和个体级象征威胁的中介机制分析。（3）社会文化因素即个人主义和集体主义的调节效应。本研究创新性的引入群际威胁理论，将深化医疗领域消费者对人工智能接受行为影响因素研究，丰富基于中国社会文化因素的本土研究。本研究结论将提升为提升医疗领域消费者体验，推动人工智能技术落地，促进人工智能产业发展提供策略指导。

There is a gap between the needs of medical industry and Artificial Intelligence (AI) technology. The technology itself cannot achieve business growth. Only by combining the application scenarios, and understanding the internal mechanisms that affect consumer behavior and psychology, can the challenges in the application process be addressed. Artificial intelligence is becoming more and more similar to human being, but people still regard it as an outgroup. Fear of the unknown impact of AI may lead consumers to underestimate the benefits of AI and overestimate the threats .Based on the Intergroup Threat Theory, this study will explore the impact of AI roles on consumer acceptance in the medical field. The main contents include: (1) the influence of AI roles on consumer acceptance in three medical situations: prevention and control, screening and diagnosis, and treatment and rehabilitation; (2) analysis of the mediating mechanism of intergroup threat, i.e. symbolic individual threats, symbolic group threats, realistic group threats and realistic individual threats; (3) the moderating effect of sociocultural factors, i.e. individualism and collectivism. This study innovatively introduces the Intergroup Threat Theory, which will deepen the research on the influencing factors of consumers' acceptance of AI in the medical field, and enrich the local research based on Chinese social and cultural factors. The conclusion of this study will provide strategic guidance for improving consumer experience in the medical field, promoting the implementation of Artificial Intelligence technology, and promoting the development of Artificial Intelligence industry.