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| Research on the Effects of Personality Factors on Users’ Anthropomorphism of and Satisfaction with IPAs Based on Amazon Reviews |
| CAO Cuicui，ZHAO Ling，ZHANG Qianfan，LI Yuni |
| 1.Hubei University of Economics, Wuhan, China; 2.Huazhong University of Science and Technology, Wuhan, China |
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Abstract Based on the framework of personality hierarchy effect, this study investigates the effect of Big Five personality traits on users’ anthropomorphism of and satisfaction with intelligent personal assistants (IPA). Further, it studies the mediating role of users’ anthropomorphism between Big Five personality traits and satisfaction. Reviews on IPAs of Amazon are collected and bidirectional encoder representations from transformers (BERT) and bagging support vector machine (SVM) are used to measure Big Five personality traits. Through empirical analysis, the results show that openness, extraversion, agreeableness, and neuroticism positively influence users’ anthropomorphism of IPAs. Conscientiousness negatively influences users’ anthropomorphism. Meanwhile, openness, conscientiousness, extraversion, and agreeableness positively affect satisfaction with IPAs. However, neuroticism has a negative influence on satisfaction. Users’ anthropomorphism of IPAs partially mediates the relationship between Big Five personality traits and satisfaction.
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Received: 20 July 2023
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