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Publicação
Patient Trust in the Use of AI Chatbots for Healthcare Purposes: A Cross-Cultural Study of Trust, Privacy Perceptions, and Adoption Factors in Portugal and Israel
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Autores
Orientador(es)
Resumo(s)
This study investigates the factors shaping patient trust in the adoption of AI chatbots for
healthcare purposes, using an extended UTAUT2 framework integrated with constructs from
Bagozzi’s self-regulation model. Drawing on 256 valid responses from Portugal and Israel, the
research explores how performance expectancy, effort expectancy, hedonic motivation, habit,
price value, trust, system quality and information quality influence both behavioral intention and
actual use of AI chatbots in healthcare. Trust emerges as a critical driver, directly impacting use
behavior and moderating key relationships such as those between service quality and intention
to use. Multigroup analysis reveals cultural differences, with Portugal showing stronger
alignment between intention and behavior, while Israel displays an intention behavior gap,
emphasizing the importance of contextual and cultural factors in technology acceptance. The
study contributes to theoretical understanding by highlighting the role of trust as both a direct
and moderating influence and confirms that adoption dynamics vary across populations.
Practically, it provides actionable insights for developers and healthcare providers aiming to
enhance AI chatbot adoption by prioritizing usability, trust building features, and localized
strategies. Ultimately, this research supports the design of inclusive, trustworthy AI tools that
align with patient expectations in sensitive healthcare contexts.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Artificial Intelligence (AI) AI chatbot AI in Healthcare AI trust UTAUT2 Patients’ perceptions SDG 3 - Good health and well-being SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure