How incidental exposure shapes continued use of AI chatbots in healthcare: A multigroup analysis

This study aims to examine the linkage between incidental information exposure and individuals' continuous intention to use AI chatbots in healthcare, and whether this process varies by pre-existing attitudes toward human doctors.

Data were collected through a cross-sectional survey (N = 779) from June 11 to June 16, 2025. Structural equation modeling and multigroup comparison analysis were conducted to test the hypothesized relationships and group differences.

Incidental exposure to information about AI chatbots in healthcare was positively linked to both subjective (β = .378, p < .001) and objective knowledge (β = .095, p < .05). Both subjective (β = .222, p < .001) and objective knowledge (β = .224, p < .001) about AI chatbots in healthcare were positively linked to positive attitudes toward these technologies, which was subsequently associated with continuous intention (β = .468, p < .001). Multigroup analysis showed that the link between objective knowledge and positive attitudes toward AI chatbots in healthcare was stronger among those with high (β = .299, p < .001) versus low (β = .135, p = .014) positive attitudes toward human doctors, as was the link between positive attitudes and continuous intention (high: β = .506; low: β = .271, ps < .001).

Incidental exposure to media information about AI chatbots in healthcare was positively linked to continuous usage intention through knowledge acquisition and attitude formation. Individuals with divergent levels of pre-existing attitudes toward human doctors performed differently within the mechanism.