造福于民,还是唯利是图?消费者对AI制药的感知与反应  

Benefiting the Public or Pursuing Profit?Consumer Perception and Response to AI Drug

作　　者：郑晓莹 刘春蕾 刘乔蔚 Zheng Xiaoying;Liu Chunlei;Liu Qiaowei(Business School,Sun Yat-Sen University;Research Center for Innovation,Entrepreneurship,and Technology Finance,Sun Yat-Sen University)

机构地区：[1]中山大学商学院 [2]中山大学深圳创新创业与科技金融中心

出　　处：《南开管理评论》2025年第3期4-15,共12页Nankai Business Review

基　　金：国家自然科学基金项目(72372166、71972108);深圳市哲学社会科学规划课题重点课题(SZ2023A011)资助。

摘　　要：人工智能(AI)技术在医药研发领域的应用日益广泛,但人们对AI制药究竟做何反应和评价尚未可知。本文通过6项实验研究,探讨了AI制药对消费者药物功效感知的影响及其带来的行为结果。结果表明,与传统制药方式相比,消费者认为企业采用AI制药是出于节约成本的自利动机,因而感知其生产出来的药物功效相应较低。当企业披露药物研发中的高成本投入及为患者考虑的经营理念时,消费者对AI药物的负面反应会降低。本研究从消费者和企业披露沟通的视角丰富了AI在医药领域应用的相关理论和文献,同时为医药企业如何更好地进行新兴技术的市场导入提供实践参考。The global medical AI market has witnessed significant growth,with the market size exceeding$5 billion in 2022 and projected to reach$70 billion by 2032.AI in drug development involves the use of machine learning,deep learning,and other AI techniques to screen,optimize,and predict drug targets and lead compounds.Despite the potential benefits of AI in accelerating drug discovery and improving drug efficacy,consumer reactions to AI-developed drugs have been mixed.On one hand,AI`s efficiency and accuracy are widely recognized.On the other hand,market acceptance of AI drugs has been relatively low.For instance,the prescription drug IGALMI,developed using AI,only achieved sales of$375,000 in its first six months after launch.The disappointing market performance of AI-developed drugs may stem from a variety of complex factors.From a consumer perspective,this study explores how limited understanding of AI-driven pharmaceuticals leads to cognitive biases that negatively influence perceptions and evaluations of these drugs.Addressing these biases is crucial for both pharmaceutical companies,which seek to leverage AI for innovation and market success,and for patients,who may miss out on beneficial treatments due to misconceptions and resistance to AI-developed drugs.Previous research has explored consumer reactions to AI-designed products,such as fashion items,luxury goods,and retail products.Some studies found that consumers are willing to pay more for AI-designed products due to curiosity,while others reported negative consumer reactions to AI-designed luxury goods and fashion brands,attributing them to perceived authenticity and brand essence.In the medical field,research has mainly focused on the application of AI to improve medical efficiency,patient data privacy and security,and the attitudes of doctors and patients towards AI-assisted healthcare.However,consumer perceptions of AI-developed drugs have not been thoroughly investigated.Consumers form perceptions of drug efficacy before and after using the medicine.Bef

关 键 词：AI制药 药物功效 消费者感知 成本削减归因 药物营销 

分 类 号：F713.5[经济管理—市场营销] F713.1[经济管理—产业经济]