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- W3136169063 abstract "Introduction Smart technology, like AI-enabled chatbots, has transformed how healthcare consumers (patients) co-create value with their service providers (doctors). However, for effective co-creation, consumers also have to equally integrate their resources (like information). Here, trust plays an important role. If consumers do not trust the chatbots, they will contribute fewer resources resulting in value co-destruction. This dynamic of trust and resource integration is further challenged in uncertain times (like COVID-19). Thus, it becomes imperative to explore the factors that imbibes/ abstain trust within chatbot users while consuming healthcare services during a pandemic? This study focuses on this question. Additionally, since trust has two sides (cognitive & affective) and the factors affecting them can act from two different levels of service ecosystem (individual & institutional);therefore the study categorizes the trust factors using a 2 × 2 matrix, i.e., (Individual & cognitive, Institutional & cognitive, Individual & affective, Institutional & affective). There is hardly any study that adopts this multifaceted view of trust factors in AI-empowered healthcare services. Method The study uses an inductive qualitative approach, where thirty regular chatbot users were interviewed using a semi-structured interview. Excerpts from the interviews were thematically coded and analyzed (using QSR Nvivo-12). Identified factors are validated using social simulation approach. Results The study identifies 16 key factors influencing consumers' trust in chatbot based on 2 × 2 matrix proposed in this study. To cite a few of them, Cognitive trust factors: perceived knowledge, level of task orientation in interaction, level of automation;affective trust factors: avatar like presence, level of emotional support offered, perceived honesty & ethics, perceived security & privacy. Conclusion The results show that consumers phenomenologically process the trust in chatbot usage getting influenced both cognitively and emotionally at multiple levels. Thus, practitioners should accordingly plan the 'trust-building strategy'." @default.
- W3136169063 created "2021-03-29" @default.
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- W3136169063 date "2021-03-01" @default.
- W3136169063 modified "2023-09-26" @default.
- W3136169063 title "30 What imbibes trust in chatbot users? A multidimensional view in context to healthcare services during pandemic" @default.
- W3136169063 doi "https://doi.org/10.1136/bmjopen-2021-qhrn.30" @default.
- W3136169063 hasPublicationYear "2021" @default.
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