Let's talk about Sex!: AI and relational factors in the adoption of a chatbot conveying sexual and reproductive health information

Abstract

This study addresses the adoption intention of ANA Chatbot, developed as part of the "Chup! Jom Sembang Seks" (translated as "Wait a minute! Let's Talk about Sex") campaign in Malaysia. ANA Chatbot provides youths with comprehensive sexual and reproductive health (SRH) information, empowering them in this vital aspect of their lives. Despite the emerging interest in chatbots conveying SRH information, research on the factors affecting the technology's adoption remains scarce. This paper proposes an adoption model straddling AI attributes (perceived intelligence and anthropomorphism), relational elements (perceived risk and trust), and the UTAUT's factors (performance expectancy, effort expectancy, social influence, and facilitating conditions). We empirically analyzed the model using Partial Least Squares Structural Equation Modelling based on 243 valid responses from participants engaging with ANA Chatbot. The results indicate that perceived intelligence positively relates to anthropomorphism, functional elements (performance expectancy and effort expectancy), trust, and SRH chatbot adoption intention. Anthropomorphism enhances performance expectancy but does not affect effort expectancy, trust, and SRH chatbot adoption intention. Performance expectancy, effort expectancy, facilitating conditions, and social influence are antecedents to ANA Chatbot adoption intention, thus affirming the UTAUT model. Contrary to predictions, perceived risk and trust do not influence the intention to adopt ANA Chatbot. Overall, this study contributes theoretical knowledge concerning AI-centric technology adoption models with a unique and novel focus on an SRH chatbot while providing pragmatic recommendations for promoting SRH chatbot adoption intention.