Consumer Preferences for AI-Assisted Traditional Chinese Medicine Wellness Services: A Discrete Choice Experiment in China

Si, S. (Supervisor)
Kakuda, N. (Co-supervisor)

Department of Economics
Department of Intelligent Operations and Marketing

Activity: Supervision › Completed SURF Project

Description

This study examined consumer preferences for Al-assisted
traditional Chinese medicine (TCM) wellness services using
a Bayesian D-efficient discrete choice experiment informed
by a 100-respondent pilot. The formal study included 600
respondents. Professional oversight showed the largest
positive non-price preference effect, followed by greater
choice flexibility. Hospital-based delivery provided an
additional preference advantage, while higher service fees
substantially reduced choice odds.

Period	31 Aug 2026