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Users' Perception and Behavioral Differences Depending on Chatbot Agent Identities  

Kim, Yoojung (서울대학교 융합과학기술대학원 융합과학부)
Han, Sang Kyu (서울대학교 융합과학기술대학원 융합과학부)
Yoon, Zongmuk (서울대학교 융합과학기술대학원 융합과학부)
Heo, Eunyoung (분당서울대학교병원 디지털헬스케어연구사업부)
Kim, Jeong-Whun (분당서울대학교병원 이비인후과)
Lee, Joongseek (서울대학교 융합과학기술대학원 융합과학부)
Publication Information
Journal of the HCI Society of Korea / v.12, no.4, 2017 , pp. 45-55 More about this Journal
Abstract
In recent years, some service providers have introduced chatbot agents to provide engagement in the healthcare field. However, current research on chatbot agents is still limited to designing various chatbot identities for healthcare services. By contrast, this study aims to investigate how various agent identities affect users' perceptions and behaviors differently. We developed three chatbot agents with different identities: a doctor (an individual), a hospital (an institution), and a virtual agent (a machine). Then, we recruited 36 users and divided them into three groups, each using a different chatbot agent. They were asked to track their behaviors and review advice from the chatbot agent for six days. Post-hoc surveys and interviews were conducted in order to investigate users' perceptions. The findings are as follows: participants felt more trusting and intimate with the doctor and hospital agents than with the virtual agent. Many of the participants preferred the hospital agent due to its higher reliability. However, all three agents did not lead the participants to change their behaviors. This study contributes to providing practical guidelines for designing chatbots in the healthcare field by studying users' perceptions and behaviors depending on chatbot identities.
Keywords
Healthcare; Chatbot; Chatbot Agent; Agent Identity; Agent Persona;
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