AI-powered medical vending machines (MVMs) services: the future of retail health care in post-COVID era

Purpose This study aims to investigate the consumer behavioral aspects of artificial intelligence (AI)-powered medical vending machines (MVMs) in retail health care. It specifically examines the impact of self-efficacy, compatibility, product and service quality, technology acceptance model (TAM) dimensions, convenience and AI context-specific variables on consumers’ behavior toward these machines. Design/methodology/approach This study collected data from 497 respondents in Dalian, China, and used structural equation modeling to analyze the data. The findings of this study provide evidence of the positive influence of consumer behavior toward using AI-powered MVMs in retail health care. Findings The results contribute to the existing literature on TAM, social cognitive theory, technology task-fit theory and AI-based tools such as interactivity and customization. The researchers recognize AI-powered MVMs as innovative self-service technologies in retail health care, which arise from consumers’ compatibility, self-efficacy and convenience, creating new digitally mediated relationships through AI context-specific variables in retail health care. Originality/value This research offers valuable insights into the impact of AI-powered MVMs on consumer behavior in retail health care. These findings can help businesses and policymakers design more effective marketing strategies and develop AI-based tools that meet consumers’ needs in this domain. In addition, this study contributes to the existing literature by providing a comprehensive understanding of the factors that shape consumer behavior toward AI-powered self-service technologies in health care.