The Mediation of Help-Seeking Behavior Between Hiya and Emotional Reliance on AI Among First-Year Information Technology Students

This study examined the mediation of help-seeking behavior between hiya and emotional reliance on artificial intelligence (AI) among first-year Information Technology students. Grounded in Erving Goffman’s Face Theory and Leon Festinger’s Social Comparison Theory, the research explained how culturally rooted feelings of embarrassment and fear of negative evaluation influence students’ tendencies to avoid interpersonal support and instead turn to AI as a safer emotional outlet. A quantitative cross-sectional research design was employed. Using standardized questionnaires, the researchers surveyed 150 BSIT students to measure levels of hiya, help-seeking behavior, and emotional reliance on AI. Correlation and mediation analyses were conducted to examine the relationships among the variables. Results revealed that higher levels of hiya were significantly associated with lower interpersonal help-seeking and higher emotional reliance on AI. Mediation analysis showed that both the direct effect of hiya on emotional reliance on AI and the indirect effect through help-seeking behavior were significant, indicating partial mediation. These findings suggest that students experiencing higher levels of hiya may be less likely to seek help and may instead rely on AI for emotional support. The study contributes theoretically by extending Face Theory and Social Comparison Theory in explaining culturally influenced help-seeking behaviors in the context of emerging technologies. Practically, the findings highlight the need for educational institutions to strengthen mental health initiatives, encourage help-seeking, and promote responsible AI use. Furthermore, the study supports Sustainable Development Goal 3: Good Health and Well-being by emphasizing accessible psychosocial support and student mental well-being in the digital age.

Cultural stigma, Emotional reliance on AI, Hiya, Help-seeking behavior, Mental health support

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