How does the anthropomorphism of AI chatbots facilitate users' reuse intention in online health consultation services? The moderating role of disease severity

IF 13.3 1区管理学 Q1 BUSINESS Technological Forecasting and Social Change Pub Date : 2024-04-23 DOI:10.1016/j.techfore.2024.123407

Wenlong Liu , Min Jiang , Wangjie Li , Jian Mou

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Abstract

This study aims to ascertain the significance of the anthropomorphic features of AI chatbots in online health consultation (OHC) services. A conceptual model drawing on social presence theory was developed to interpret the paths through which the anthropomorphic features of AI chatbots influence users' intentions to reuse OHC services. A total of 502 valid responses were collected through an experimental survey and analyzed using structural equation modeling. The results suggest that all the proposed anthropomorphic features of AI chatbots can enhance users perceived social presence and facilitate their communication quality with and trust in AI chatbots directly and/or indirectly, eventually leading to a high intention to reuse OHC services. In addition, the influence of perceived social presence on trust and communication quality was more significant for those experiencing relatively mild symptoms of the disease than for those experiencing intense symptoms. This study contributes by proposing a framework from the perspective of anthropomorphism and social presence to understand users' behavioral intentions in the OHC context. The findings of the empirical analysis have key implications for the improvement of OHC services.

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人工智能聊天机器人的拟人化如何促进用户在在线健康咨询服务中的重用意向？疾病严重程度的调节作用

本研究旨在确定在线健康咨询（OHC）服务中人工智能聊天机器人拟人化特征的意义。研究借鉴社会存在理论建立了一个概念模型，以解释人工智能聊天机器人的拟人化特征影响用户重用在线健康咨询服务意愿的路径。通过实验调查共收集了 502 份有效回复，并使用结构方程模型进行了分析。结果表明，所有提出的人工智能聊天机器人拟人化特征都能增强用户的社会存在感，直接和/或间接地促进他们与人工智能聊天机器人的交流质量和对人工智能聊天机器人的信任，最终导致用户重用OHC服务的高意愿。此外，感知到的社交存在对信任和交流质量的影响对于那些症状相对较轻的患者来说比症状较重的患者更为显著。本研究从拟人化和社会存在的角度提出了一个框架，用于理解用户在户外医疗服务中的行为意图。实证分析的结果对改善户外医疗服务具有重要意义。

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Technological Forecasting and Social Change Multiple-

CiteScore

21.30

自引率

10.80%

发文量

813

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