2604. Investigating the Role of Generative AI in Revolutionizing Online Health Operations: A Case Study
Invited abstract in session TC-13: AI in healthcare, stream OR in Healthcare (ORAHS).
Tuesday, 12:30-14:00Room: Clarendon SR 1.01
Authors (first author is the speaker)
| 1. | Rui Xu
|
| Cardiff Business School, Cardiff University |
Abstract
Online health plays a crucial role in addressing population aging and extending quality healthcare to the underprivileged. Generative AI (GenAI) has the potential to revolutionize online health operations and redefine the way individuals engage with healthcare services. However, existing research mainly focuses on GenAI’s impact on general healthcare systems or clinical applications, overlooking its role in online health operations. To address the gap, this study adopts a grounded theory methodology to examine Good Doctor, a leading online health platform in China that operates within advanced GenAI and large-scale online health markets. Data will be collected through document analysis and semi-structured interviews with key stakeholders, including the company's founders and technical staff. Data analysis will be conducted in three main steps: open coding, axial coding, and selective coding. The results will be analysed through the lens of the Technology Acceptance Model 2 from three perspectives: the supply side (i.e., healthcare professionals), the demand side (i.e., patients or users), and the platform side (i.e., platform managers). GenAI is expected to have a systematic and transformative impact on online health operations. This research will offer insights into obstacles, nuances, and effective strategies for managing socio-technical online health systems characterized by the implementation of GenAI.
Keywords
- Artificial Intelligence
- Health Care
- Medical Applications
Status: accepted
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