Consulting for personally-sensitive issues is still a conservative manner in Taiwan. Despite chatbots have been widely applied in various kinds of commercial fields, uses of chatbots in sexual education and consultation of sensitive topics are still in nascence. This study aims to explore the intention to use consulting chatbots from the perspective of impression management, perceived privacy risks and machine heuristics to enrich the current existing research of the technology acceptance model (TAM), especially providing more insights from the aspects of confidentiality and user’s mental status, rather than from productive use. A scenario-based experiment is designed to simulate real human-machine interaction in attempt to capture the personal impression management effect, perceived privacy risks and machine heuristic that affect individuals’ behavioral intention to use chatbots. A sample of 109 students completed a two-stage survey that measured their impression management differences between paper-based and online-based conditions, which simulated the conditions of face-to-face and chatbot using. Impression management and machine heuristic were found to be positively associated with behavioral intention to use chatbot, while perceived privacy risk was not. Overall, the findings contribute to the existing TAM literature by providing evidences of non-productivity antecedents of behavioral intention, as well as a conceptual guide for applying chatbots to the consultation of sensitive issues in more conservative Asian countries like Taiwan.

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