{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,31]],"date-time":"2026-08-31T05:18:27Z","timestamp":1788153507059,"version":"build-2803163510"},"reference-count":19,"publisher":"Frontiers Media SA","license":[{"start":{"date-parts":[[2026,8,31]],"date-time":"2026-08-31T00:00:00Z","timestamp":1788134400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["frontiersin.org"],"crossmark-restriction":true},"short-container-title":["Front. Public Health"],"abstract":"<jats:sec>\n                    <jats:title>Background and objective<\/jats:title>\n                    <jats:p>Non-invasive brain\u2013computer interfaces (BCIs) are rapidly transitioning from laboratory settings to clinical rehabilitation and mental health applications. However, unlike ordinary consumer technologies, therapeutic BCIs are adopted under health imperatives rather than discretionary choice. In such contexts, the \u201cprivacy calculus\u201d logic underlying the Value-based Adoption Model (VAM), which assumes users rationally weigh benefits against sacrifices, may not adequately capture adoption decisions. This study aimed to explore the public\u2019s acceptance of non-invasive therapeutic BCIs in China, identify influencing factors, and examine the moderating roles of age, monthly income, and disease status.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>Using a cross-sectional survey design, 337 valid questionnaires were collected from Chinese adults via snowball sampling on the Wenjuanxing online platform. A structural equation model (SEM) incorporating perceived benefit, perceived sacrifice, perceived value, and a second-order latent variable \u201cexternal drivers\u201d was constructed and tested. Hierarchical regression analysis examined moderation effects.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>\n                      The mean usage intention score was 3.93 (SD\u202f=\u202f0.63). Perceived benefit strongly and positively predicted perceived value (\n                      <jats:italic>\u03b2<\/jats:italic>\n                      \u202f=\u202f0.951,\n                      <jats:italic>p<\/jats:italic>\n                      \u202f&amp;lt;\u202f0.001), while perceived value (\n                      <jats:italic>\u03b2<\/jats:italic>\n                      \u202f=\u202f0.749,\n                      <jats:italic>p<\/jats:italic>\n                      \u202f&amp;lt;\u202f0.001) and external drivers (\n                      <jats:italic>\u03b2<\/jats:italic>\n                      \u202f=\u202f0.241,\n                      <jats:italic>p<\/jats:italic>\n                      \u202f=\u202f0.027) positively predicted usage intention. The negative effect of perceived sacrifice on perceived value was non-significant (\n                      <jats:italic>\u03b2<\/jats:italic>\n                      \u202f=\u202f\u22120.091,\n                      <jats:italic>p<\/jats:italic>\n                      \u202f=\u202f0.061); a post-hoc power analysis confirmed the study was adequately powered (power &amp;gt; 0.99 for a medium effect), suggesting this effect is negligible. Age positively moderated the \u201cperceived sacrifice \u2192 perceived value\u201d path (\n                      <jats:italic>\u03b2<\/jats:italic>\n                      \u202f=\u202f0.118,\n                      <jats:italic>p<\/jats:italic>\n                      \u202f&amp;lt;\u202f0.01), with older respondents showing greater tolerance for technological costs.\n                    <\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>In the context of non-invasive therapeutic BCIs, the negative effect of perceived sacrifice on perceived value was not supported, suggesting that the classic privacy calculus logic may be attenuated when health imperatives are salient. We propose \u201ccost desensitization\u201d as a tentative mechanism warranting further mixed-methods validation research. These findings inform clinical expectation management and ethical governance of emerging neurotechnologies.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.3389\/fpubh.2026.1904359","type":"journal-article","created":{"date-parts":[[2026,8,31]],"date-time":"2026-08-31T04:28:26Z","timestamp":1788150506000},"update-policy":"https:\/\/doi.org\/10.3389\/crossmark-policy","source":"Crossref","is-referenced-by-count":0,"title":["Beyond privacy calculus: public acceptance of non-invasive therapeutic brain-computer interfaces in China"],"prefix":"10.3389","volume":"14","author":[{"given":"Haoyu","family":"Wang","sequence":"first","affiliation":[{"name":"College of Humanities and Social Sciences, Harbin Medical University","place":["Harbin, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mei","family":"Yin","sequence":"additional","affiliation":[{"name":"College of Humanities and Social Sciences, Harbin Medical University","place":["Harbin, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1965","published-online":{"date-parts":[[2026,8,31]]},"reference":[{"key":"ref1","doi-asserted-by":"publisher","first-page":"111","DOI":"10.15994\/j.1000-0763.2023.07.013","article-title":"Research on the interactive autonomy and ethical impact of brain-computer fusion","volume":"45","author":"Gu","year":"2023","journal-title":"J Dialectics Nat"},{"key":"ref2","volume-title":"\u8111\u673a\u63a5\u53e3\u6280\u672f\u5728\u533b\u7597\u5065\u5eb7\u9886\u57df\u5e94\u7528\u767d\u76ae\u4e66(2023\u5e74). 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elderly: an extension of the UTAUT model","volume":"101","author":"Hoque","year":"2017","journal-title":"Int J Med Inform"}],"container-title":["Frontiers in Public Health"],"original-title":[],"link":[{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fpubh.2026.1904359\/full","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,8,31]],"date-time":"2026-08-31T04:28:29Z","timestamp":1788150509000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.frontiersin.org\/articles\/10.3389\/fpubh.2026.1904359\/full"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,8,31]]},"references-count":19,"alternative-id":["10.3389\/fpubh.2026.1904359"],"URL":"https:\/\/doi.org\/10.3389\/fpubh.2026.1904359","relation":{},"ISSN":["2296-2565"],"issn-type":[{"value":"2296-2565","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,8,31]]},"article-number":"1904359"}}