Examining the Effect of Anthropomorphic Design Cues on Healthcare Chatbots Acceptance and Organization-Public Relationships: Trust in a Warm Human Vs. a Competent Machine

Abstract

AI-powered healthcare chatbots demonstrate great promise in enhancing communication and fostering stronger relationships between healthcare organizations and their publics. This study conducted an experiment to examine how different anthropomorphic design cues shape chatbot acceptance and organization-public relationships by influencing trust in the chatbot. Results revealed an interesting dynamic: when users interacted with healthcare chatbot featuring human-like cues, they tend to place greater trust in the chatbot that showed warmth rather than competence. Conversely, in interactions with a chatbot embodying machine-like cues, a competent conversation style generated higher levels of trust compared to a warm style. This trust in human-computer interactions further enhanced users’ intentions to continue using the chatbot and follow its recommendations, alongside bolstering relational trust and satisfaction with the healthcare organization. These findings contribute to the theoretical understanding of human-chatbot interaction and offer practical insights by aligning chatbot design nuances with the broader strategic health communication goals.

Keywords:

• Healthcare chatbot
• anthropomorphic design cues
• conversation style
• source cue
• trust

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 Casey, R. (2020, March 23). I asked eight chatbots whether I had Covid-19. The answers ranged from ‘low’ risk to ‘start home isolation’. STAT. https://www.statnews.com/2020/03/23/coronavirus-i-asked-eight-chatbots-whether-i-had-covid-19/

Additional information

Funding

The data collection of this study was supported by the Reese Phifer Fellowship fund that Dr. Eyun-Jung Ki received from the Department of Advertising and Public Relations at the University of Alabama.

Notes on contributors

Miaohong Huang

Miaohong Huang is a doctoral student in the Department of Advertising and Public Relations at the University of Alabama. She studies emerging media effects including artificial intelligence, augmented reality, and virtual reality in the context of health, crisis, and risk, using quantitative methodologies.

Eyun-Jung Ki

Eyun-Jung Ki is a Professor in the Department of Advertising and Public Relations at the University of Alabama. Her areas of expertise encompass emergent media in strategic communication. She is also renowned for her proficiency in crisis communication and adeptness in relationship management.