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Consumer behavior switching from human agents to chatbots in the health service industry

Year: 2025

Type: article

Abstract: Artificial intelligence (AI) technology is used in organizations to replace human services with technology, altering customer service experiences. Only a limited number of studies have explored how consumers change their behavior from human-assisted to technology-assisted services when using AI in frontline and specialty healthcare services. This study examined the elements that impact consumers’ transition from human agents to AI-based conversational agents using the push-pull mooring framework. Data from 147 healthcare users was evaluated using structural equation modeling. The data indicates that push effects, specifically adaptability, have a negative impact on switching behavior, while pull effects, such as responsiveness and accessibility, have a positive impact on the switching behavior of customers.

Source: International Journal of Informatics and Communication Technology (IJ-ICT)

DOI: 10.11591/ijict.v14i2.pp355-365

Authors: Dwi Fajar Yulianto, Titik Pratiwi, Fatih Akbarul Irsan, Faranita Mustikasari

Institution: Binus University

Language: English

Topic: AI in Service Interactions

Subfield: Artificial Intelligence

Field: Computer Science

Domain: Physical Sciences

SDG: Good health and well-being

Open Access status: diamond

OpenAlex ID: W4410247198

FWCI:

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