Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health information
This study addresses the adoption intention of ANA Chatbot, developed as part of the ''Chup! Jom Sembang Seks'' (translated as ''Wait a minute! Let's Talk about Sex'') campaign in Malaysia. ANA Chatbot provides youths with comprehensive sexual and reprodu...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2023-08-01
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| Series: | Computers in Human Behavior Reports |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2451958823000568 |
| _version_ | 1797690892957515776 |
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| author | Tze Wei Liew Su-Mae Tan Nur Emilyn Yoo Chin Lay Gan Yi Yong Lee |
| author_facet | Tze Wei Liew Su-Mae Tan Nur Emilyn Yoo Chin Lay Gan Yi Yong Lee |
| author_sort | Tze Wei Liew |
| collection | DOAJ |
| description | This study addresses the adoption intention of ANA Chatbot, developed as part of the ''Chup! Jom Sembang Seks'' (translated as ''Wait a minute! Let's Talk about Sex'') campaign in Malaysia. ANA Chatbot provides youths with comprehensive sexual and reproductive health (SRH) information, empowering them in this vital aspect of their lives. Despite the emerging interest in chatbots conveying SRH information, research on the factors affecting the technology's adoption remains scarce. This paper proposes an adoption model straddling AI attributes (perceived intelligence and anthropomorphism), relational elements (perceived risk and trust), and the UTAUT's factors (performance expectancy, effort expectancy, social influence, and facilitating conditions). We empirically analyzed the model using Partial Least Squares Structural Equation Modelling based on 243 valid responses from participants engaging with ANA Chatbot. The results indicate that perceived intelligence positively relates to anthropomorphism, functional elements (performance expectancy and effort expectancy), trust, and SRH chatbot adoption intention. Anthropomorphism enhances performance expectancy but does not affect effort expectancy, trust, and SRH chatbot adoption intention. Performance expectancy, effort expectancy, facilitating conditions, and social influence are antecedents to ANA Chatbot adoption intention, thus affirming the UTAUT model. Contrary to predictions, perceived risk and trust do not influence the intention to adopt ANA Chatbot. Overall, this study contributes theoretical knowledge concerning AI-centric technology adoption models with a unique and novel focus on an SRH chatbot while providing pragmatic recommendations for promoting SRH chatbot adoption intention. |
| first_indexed | 2024-03-12T02:06:38Z |
| format | Article |
| id | doaj.art-df06aad78cd2431ebfc48f03aec21355 |
| institution | Directory Open Access Journal |
| issn | 2451-9588 |
| language | English |
| last_indexed | 2024-03-12T02:06:38Z |
| publishDate | 2023-08-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Computers in Human Behavior Reports |
| spelling | doaj.art-df06aad78cd2431ebfc48f03aec213552023-09-07T04:44:34ZengElsevierComputers in Human Behavior Reports2451-95882023-08-0111100323Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health informationTze Wei Liew0Su-Mae Tan1Nur Emilyn Yoo2Chin Lay Gan3Yi Yong Lee4Human-Centric Technology Interaction SIG, Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, Malaysia; Corresponding author.Faculty of Information Science and Technology, Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, MalaysiaHuman-Centric Technology Interaction SIG, Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, MalaysiaHuman-Centric Technology Interaction SIG, Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, MalaysiaHuman-Centric Technology Interaction SIG, Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, 75450, Melaka, MalaysiaThis study addresses the adoption intention of ANA Chatbot, developed as part of the ''Chup! Jom Sembang Seks'' (translated as ''Wait a minute! Let's Talk about Sex'') campaign in Malaysia. ANA Chatbot provides youths with comprehensive sexual and reproductive health (SRH) information, empowering them in this vital aspect of their lives. Despite the emerging interest in chatbots conveying SRH information, research on the factors affecting the technology's adoption remains scarce. This paper proposes an adoption model straddling AI attributes (perceived intelligence and anthropomorphism), relational elements (perceived risk and trust), and the UTAUT's factors (performance expectancy, effort expectancy, social influence, and facilitating conditions). We empirically analyzed the model using Partial Least Squares Structural Equation Modelling based on 243 valid responses from participants engaging with ANA Chatbot. The results indicate that perceived intelligence positively relates to anthropomorphism, functional elements (performance expectancy and effort expectancy), trust, and SRH chatbot adoption intention. Anthropomorphism enhances performance expectancy but does not affect effort expectancy, trust, and SRH chatbot adoption intention. Performance expectancy, effort expectancy, facilitating conditions, and social influence are antecedents to ANA Chatbot adoption intention, thus affirming the UTAUT model. Contrary to predictions, perceived risk and trust do not influence the intention to adopt ANA Chatbot. Overall, this study contributes theoretical knowledge concerning AI-centric technology adoption models with a unique and novel focus on an SRH chatbot while providing pragmatic recommendations for promoting SRH chatbot adoption intention.http://www.sciencedirect.com/science/article/pii/S2451958823000568Sexual and reproductive health informationChatbot adoptionUTAUTPerceived intelligencePerceived anthropomorphismService Robot Acceptance Model |
| spellingShingle | Tze Wei Liew Su-Mae Tan Nur Emilyn Yoo Chin Lay Gan Yi Yong Lee Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health information Computers in Human Behavior Reports Sexual and reproductive health information Chatbot adoption UTAUT Perceived intelligence Perceived anthropomorphism Service Robot Acceptance Model |
| title | Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health information |
| title_full | Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health information |
| title_fullStr | Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health information |
| title_full_unstemmed | Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health information |
| title_short | Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health information |
| title_sort | let s talk about sex ai and relational factors in the adoption of a chatbot conveying sexual and reproductive health information |
| topic | Sexual and reproductive health information Chatbot adoption UTAUT Perceived intelligence Perceived anthropomorphism Service Robot Acceptance Model |
| url | http://www.sciencedirect.com/science/article/pii/S2451958823000568 |
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