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All Journal International Journal of Informatics and Communication Technology (IJ-ICT)
Irsan, Fatih Akbarul
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Computer Science & IT

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Consumer behavior switching from human agents to chatbots in the health service industry Yulianto, Dwi Fajar; Pratiwi, Titik; Irsan, Fatih Akbarul; Mustikasari, Faranita
International Journal of Informatics and Communication Technology (IJ-ICT) Vol 14, No 2: August 2025
Publisher : Institute of Advanced Engineering and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11591/ijict.v14i2.pp355-365

Abstract

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.
Co-Authors Mustikasari, Faranita Pratiwi, Titik Yulianto, Dwi Fajar