I Trust You, but Let Me Talk to AI: The Role of the Chat Agents, Empathy, and Health Issues in Misinformation Guidance

This study was designed to examine the impact of the chat agents (human vs. artificial intelligence [AI]) and communication style (empathy vs. advice only) on the user's willingness to trust, attitudes, intention to follow advice, and intention to use online chats, all in contexts misinformation. The moderating role of public health topics based on varying levels of embarrassment was also explored to propose strategies for tailored chat elements. A total number of 280 adults participated in an experimental survey, and the results highlighted the role of the human agent in increasing trust and the positive effects of an AI agent in discussing embarrassing health topics like sexually transmitted diseases. Empathetic communication was essential for enhancing user's attitudes, intention to use the online chat. AI-delivered empathy was more effective for embarrassing issues, whereas human-delivered empathy was more effective for neutral topics. This study extends the application of the effect of the agency effect and empathy to public health misinformation and supports the theory known as "computers are social actors". Findings offer practical insights, presenting a clear combination of agent and empathy tailored for various public health issues, guiding the development of customized online chat to address health concerns and misinformation effectively.