IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v213y2025ics0040162525000356.html
   My bibliography  Save this article

Deploying artificial intelligence for healthcare: An empirical study on the patients' usage of health care service and AI's anthropomorphic structure form

Author

Listed:
  • Moriuchi, Emi

Abstract

Healthcare services have been intrinsically linked with the technology at our disposal for the past several decades. Novel technologies such as the AI avatar can help us better bridge the gap between the demand for mental health therapy and the unprecedented opportunities to improve people with mental health outcomes. Study 1 showed that trust mediates between anthropomorphism and intention to use AI avatar therapy. In Study 2, patients' self-disclosure interacts with the anthropomorphism of the avatar and affects their trust toward the AI avatars for their therapy. Study 3 results indicated that the interaction effect between the structural form of the avatar and the user's perceived anthropomorphism of the avatar affects the user's intention to use the avatar for therapy. These findings contribute to automation and medical decision-making psychology and suggest interventions to increase patient acceptance of AI avatar therapy in mental healthcare.

Suggested Citation

  • Moriuchi, Emi, 2025. "Deploying artificial intelligence for healthcare: An empirical study on the patients' usage of health care service and AI's anthropomorphic structure form," Technological Forecasting and Social Change, Elsevier, vol. 213(C).
    • Handle: RePEc:eee:tefoso:v:213:y:2025:i:c:s0040162525000356
    DOI: 10.1016/j.techfore.2025.124004
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0040162525000356
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techfore.2025.124004?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Chiara Longoni & Andrea Bonezzi & Carey K Morewedge, 2019. "Resistance to Medical Artificial Intelligence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 629-650.
    2. Messinger, Paul R. & Ge, Xin & Smirnov, Kristen & Stroulia, Eleni & Lyons, Kelly, 2019. "Reflections of the extended self: Visual self-representation in avatar-mediated environments," Journal of Business Research, Elsevier, vol. 100(C), pages 531-546.
    3. Hu, Qian & Lu, Yaobin & Pan, Zhao & Gong, Yeming & Yang, Zhilin, 2021. "Can AI artifacts influence human cognition? The effects of artificial autonomy in intelligent personal assistants," International Journal of Information Management, Elsevier, vol. 56(C).
    4. Qian Hu & Yaobin Lu & Zhao Pan & Yeming Gong & Zhiling Yang, 2021. "Can AI artifacts influence human cognition? The effects of artificial autonomy in intelligent personal assistants," Post-Print hal-03188233, HAL.
    5. Seo Young Kim & Bernd H. Schmitt & Nadia M. Thalmann, 2019. "Eliza in the uncanny valley: anthropomorphizing consumer robots increases their perceived warmth but decreases liking," Marketing Letters, Springer, vol. 30(1), pages 1-12, March.
    6. Sestino, Andrea & D'Angelo, Alfredo, 2023. "My doctor is an avatar! The effect of anthropomorphism and emotional receptivity on individuals' intention to use digital-based healthcare services," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    7. Viswanath Venkatesh & James Y. L. Thong & Frank K. Y. Chan & Paul J. H. Hu, 2016. "Managing Citizens’ Uncertainty in E-Government Services: The Mediating and Moderating Roles of Transparency and Trust," Information Systems Research, INFORMS, vol. 27(1), pages 87-111, March.
    8. Noah Castelo & Bernd Schmitt & Miklos Sarvary, 2019. "Human or Robot? Consumer Responses to Radical Cognitive Enhancement Products," Journal of the Association for Consumer Research, University of Chicago Press, vol. 4(3), pages 217-230.
    9. Markus Blut & Cheng Wang & Nancy V. Wünderlich & Christian Brock, 2021. "Understanding anthropomorphism in service provision: a meta-analysis of physical robots, chatbots, and other AI," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 632-658, July.
    10. Esmark Jones, Carol L. & Hancock, Tyler & Kazandjian, Brett & Voorhees, Clay M., 2022. "Engaging the Avatar: The effects of authenticity signals during chat-based service recoveries," Journal of Business Research, Elsevier, vol. 144(C), pages 703-716.
    11. Dokyun Lee & Kartik Hosanagar & Harikesh S. Nair, 2018. "Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook," Management Science, INFORMS, vol. 64(11), pages 5105-5131, November.
    12. Nidhi Singh & Monika Jain & Muhammad Mustafa Kamal & Rahul Bodhi & Bhumika Gupta, 2024. "Technological paradoxes and artificial intelligence implementation in healthcare. An application of paradox theory," Post-Print hal-04300238, HAL.
    13. Mao, Caixia & Koide, Ryu & Brem, Alexander & Akenji, Lewis, 2020. "Technology foresight for social good: Social implications of technological innovation by 2050 from a Global Expert Survey," Technological Forecasting and Social Change, Elsevier, vol. 153(C).
    14. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    15. Lee, Seonjeong (Ally) & Oh, Haemoon, 2021. "Anthropomorphism and its implications for advertising hotel brands," Journal of Business Research, Elsevier, vol. 129(C), pages 455-464.
    16. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    17. Singh, Nidhi & Jain, Monika & Kamal, Muhammad Mustafa & Bodhi, Rahul & Gupta, Bhumika, 2024. "Technological paradoxes and artificial intelligence implementation in healthcare. An application of paradox theory," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rese, Alexandra & Witthohn, Lennart, 2025. "Recovering customer satisfaction after a chatbot service failure – The effect of gender," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    2. Wien, Anders Hauge & Peluso, Alessandro M., 2021. "Influence of human versus AI recommenders: The roles of product type and cognitive processes," Journal of Business Research, Elsevier, vol. 137(C), pages 13-27.
    3. Yang, Yikai & Zheng, Jiehui & Yu, Yining & Qiu, Yiling & Wang, Lei, 2024. "The role of recommendation sources and attribute framing in online product recommendations," Journal of Business Research, Elsevier, vol. 174(C).
    4. Zhang, Yaqiong & Wang, Shifu, 2023. "The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    5. Ming-Hui Huang & Roland T. Rust, 2021. "A strategic framework for artificial intelligence in marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 30-50, January.
    6. Choi, Sunhwa & Yi, Youjae & Zhao, Xiaohong, 2024. "The human touch vs. AI efficiency: How perceived status, effort, and loyalty shape consumer satisfaction with preferential treatment," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    7. Li, Xueni (Shirley) & Kim, Sara & Chan, Kimmy Wa & McGill, Ann L., 2023. "Detrimental effects of anthropomorphism on the perceived physical safety of artificial agents in dangerous situations," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 841-864.
    8. Gao, Wei & Jiang, Ning & Guo, Qingqing, 2023. "How do virtual streamers affect purchase intention in the live streaming context? A presence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    9. Yogesh Dwivedi & Janarthanan Balakrishnan & Abdullah Baabdullah & Ronnie Das, 2023. "Do Chatbots Establish “Humanness” in the Customer Purchase Journey? An Investigation Through Explanatory Sequential Design," Post-Print hal-04533557, HAL.
    10. Wu, Min & Wang, Nanxi & Yuen, Kum Fai, 2023. "Can autonomy level and anthropomorphic characteristics affect public acceptance and trust towards shared autonomous vehicles?," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    11. Alabed, Amani & Javornik, Ana & Gregory-Smith, Diana, 2022. "AI anthropomorphism and its effect on users' self-congruence and self–AI integration: A theoretical framework and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    12. Flavián, Carlos & Belk, Russell W. & Belanche, Daniel & Casaló, Luis V., 2024. "Automated social presence in AI: Avoiding consumer psychological tensions to improve service value," Journal of Business Research, Elsevier, vol. 175(C).
    13. Erik Hermann & Gizem Yalcin Williams & Stefano Puntoni, 2024. "Deploying artificial intelligence in services to AID vulnerable consumers," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1431-1451, October.
    14. Irgang, Luís & Sestino, Andrea & Barth, Henrik & Holmén, Magnus, 2025. "Healthcare workers' adoption of and satisfaction with artificial intelligence: The counterintuitive role of paradoxical tensions and paradoxical mindset," Technological Forecasting and Social Change, Elsevier, vol. 212(C).
    15. Hermann, Erik & Puntoni, Stefano, 2024. "Artificial intelligence and consumer behavior: From predictive to generative AI," Journal of Business Research, Elsevier, vol. 180(C).
    16. Erik Hermann, 2022. "Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective," Journal of Business Ethics, Springer, vol. 179(1), pages 43-61, August.
    17. Aubel Martin & Pikturniene Indre & Joye Yannick, 2022. "Risk Perception and Risk Behavior in Response to Service Robot Anthropomorphism in Banking," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 26-42, June.
    18. Yi Sun & Shihui Li & Lingling Yu, 2022. "The dark sides of AI personal assistant: effects of service failure on user continuance intention," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 17-39, March.
    19. Jana Holthöwer & Jenny Doorn, 2023. "Robots do not judge: service robots can alleviate embarrassment in service encounters," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 767-784, July.
    20. Benedict G. C. Dellaert & Suzanne B. Shu & Theo A. Arentze & Tom Baker & Kristin Diehl & Bas Donkers & Nathanael J. Fast & Gerald Häubl & Heidi Johnson & Uma R. Karmarkar & Harmen Oppewal & Bernd H. S, 2020. "Consumer decisions with artificially intelligent voice assistants," Marketing Letters, Springer, vol. 31(4), pages 335-347, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:213:y:2025:i:c:s0040162525000356. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.