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Chatbot service usage during a pandemic: fear and social distancing

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  • Yu-Shan (Sandy) Huang
  • Wei-Kang Kao

Abstract

Health organizations have relied heavily on social distancing to limit the spread of the COVID-19 pandemic. The purpose of this research is to examine what factors can influence customers’ evaluations of social distancing as well as how and when these evaluations drive their usage of chatbot services. Using structural equation modeling to analyze the experimental data from 200 U.S. consumers, we found that when the service situation is utilitarian (hedonic) in nature, customers’ contamination fear influences their chatbot usage during service encounters through their social distancing attitudes (subjective norms) and then perceived usefulness of chatbots. Our findings provide meaningful theoretical contributions and practical implications.

Suggested Citation

  • Yu-Shan (Sandy) Huang & Wei-Kang Kao, 2021. "Chatbot service usage during a pandemic: fear and social distancing," The Service Industries Journal, Taylor & Francis Journals, vol. 41(13-14), pages 964-984, October.
    • Handle: RePEc:taf:servic:v:41:y:2021:i:13-14:p:964-984
    DOI: 10.1080/02642069.2021.1957845
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    Cited by:

    1. Mariani, Marcello M. & Hashemi, Novin & Wirtz, Jochen, 2023. "Artificial intelligence empowered conversational agents: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 161(C).
    2. Sandra Maria Correia Loureiro & Ricardo Godinho Bilro & Diogo Neto, 2023. "Working with AI: can stress bring happiness?," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 233-255, March.
    3. Huang, Yu-Shan (Sandy) & Dootson, Paula, 2022. "Chatbots and service failure: When does it lead to customer aggression," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Mark Anthony Camilleri & Ciro Troise, 2023. "Live support by chatbots with artificial intelligence: A future research agenda," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 61-80, March.

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