Purpose/Significance To explore the impact mechanism of uniqueness neglect on users’ willingness to use AI-based online consultation, and to provide guidance for the improvement of system design of AI-based online consultation platforms. Method/Process The empirical research is conducted using scenario simulation method. Participants are recruited through the Credamo platform to carry out the experiment. Data are analyzed using methods such as independent sample T-test, mediation effect analysis and moderation effect analysis. Result/Conclusion Uniqueness neglect in AI-based online consultation negatively impacts users’ willingness to use. Trust has a mediating effect between uniqueness neglect and users’ willingness to use. The doctor-patient communication model has a moderating effect on the relationship between uniqueness neglect and trust.