This study explores the connection between healthcare affordability and utilization, considering consumer perspectives within the dynamics of healthcare financing and GenAI adoption. Due to increasing cost-sharing approaches and financial barriers, consumers' behaviour is shifting toward underutilization of needed services due to information asymmetries and financial toxicity. This research, following a quantitative cross-sectional design and employing 400 participants, explores constructs of affordability, accessibility, trust, personalization, technology, and data privacy concerns. Internal reliability was proven high by the analysis of the data, while the descriptive analysis showed quite positive consumer attitudes in terms of all variables. Correlation analysis shows strong positive relationships between affordability, quality, accessibility, and trust that positively influence the adoption of healthcare. Affordability appears as a critical construct that influences the decision to use the healthcare service, and this research proves that consumer perspectives strongly moderate the adoption of technologies including GenAI.

Healthcare Affordability, Service Utilization, Consumer Perceptions

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