This research aims to examine the psychological, motivational and technological factors that drive consumers’ intentions to use mental health chatbots. Drawing on Service Convenience Theory and the Motivation–Opportunity–Ability (MOA) framework, it examines how negative emotional experiences, risk-adjusted motivation, perceived ability to use artificial intelligence (AI)-mediated mental health technology, opportunity utility and mental health-related stigma influence consumers’ intentions to engage with mental health chatbots. It also examines the role of anthropomorphism in increasing use intentions as well as the moderating role of perceived disclosure adequacy. Special attention is accorded to the policy and the consumer protection implications surrounding the use of these technologies.
A model is tested using survey data collected from a national sample (n = 446) of US consumers. Structural equation modeling is employed to test predicted relationships.
Results indicate that negative emotional experiences, risk-adjusted motivation, perceived ability, opportunity utility and anthropomorphism are positively related to consumers’ intentions to use mental health chatbots. In addition, mental health chatbot use intentions mediate the relationship between anthropomorphism and isolated attachment, and perceived disclosure adequacy moderates the relationship between ability and use intentions.
Findings highlight critical policy and consumer protection concerns in AI-mediated mental health services and when such technologies may pose risks related to emotional dependence and isolation. Although such services may expand access to support, they can also heighten vulnerability to problematic relational outcomes. Finally, the results from this research underscore the need for policy approaches that mandate clearer disclosure standards, improved transparency, and comprehensive regulation and governance of digital mental health technologies that do not undermine consumer welfare.
This research advances understanding of consumer mental health chatbot use and demonstrates how anthropomorphism and disclosure perceptions jointly influence use intentions and relational outcomes. Notably, it contributes to the emerging literature on digital mental health by demonstrating that perceived disclosure adequacy may function less as a protective mechanism and more as a confidence cue that amplifies use among consumers.
