Mixed Method Approach towards Continuous Use of Chatbots in Healthcare Apps: An Integration of Humanizing Experience Theory
Pratibha Singh, Garima Malik · Services Marketing Quarterly · 2024
The unprecedented adoption of apps has transformed consumer interactions. Chatbots are revolutionizing healthcare apps, but more than their integration is needed to guarantee a seamless user experience. This study advances the technology acceptance model by including anthropomorphic elements that build trust in technology for continuous chatbot use in mobile health apps. It leverages the humanizing experience theory to comprehensively examine the boundary conditions that explain the effects of humanizing digital experiences, such as self-representation and intimacy, on utilitarian and hedonic conversational cues. This research contributes to interactive marketing and mobile commerce by offering insights into user behavior for continued usage of health apps.