Consumer behavior switching from human agents to chatbots in the health service industry

Artificial intelligence (AI) technology is used in organizations to replace human services with technology, altering customer service experiences. Only a limited number of studies have explored how consumers change their behavior from human-assisted to technology-assisted services when using AI in frontline and specialty healthcare services. This study examined the elements that impact consumers’ transition from human agents to AI-based conversational agents using the push-pull mooring framework. Data from 147 healthcare users was evaluated using structural equation modeling. The data indicates that push effects, specifically adaptability, have a negative impact on switching behavior, while pull effects, such as responsiveness and accessibility, have a positive impact on the switching behavior of customers.