Integrating Cognitive and Emotional Factors for AI Chatbot Use in Healthcare Sector

Abstract

This research integrates Cognitive and emotional aspects to understand the intention to continue using AI chatbots in the health sector. The rational/cognitive aspects are represented by perceived usefulness, while the emotional aspect is represented by perceived coolness. Valid questionnaires were collected from 240 respondents, with purposive sampling as the chosen sampling method. The research model was tested using SEM-PLS. The results indicate that perceived usefulness has significant effects on satisfaction and continuance intention to use the AI Chatbot. Perceived coolness, representing the emotional factor, also has a significant effect on satisfaction and intention to continue. The emotional factor was found to have a stronger effect than rational factors in determining the AI Chatbot continuance in healthcare services in Indonesia. Managers, healthcare service providers, and AI designers must highlight the enhancement of both rational and emotional aspects to gain satisfaction from health service users. Satisfaction is proven to be important for continuing intention for AI chatbot use in healthcare services. This study contributes to theoretical research by combining the Technology Acceptance Model (TAM) and the Expectation-Confirmation Model (ECM) within the context of healthcare services. Also, a unique aspect of this study is the integration of both rational and emotional aspects within the TAM framework.