基于亚马逊智能助手评论的用户拟人化及满意度人格前因研究

Research on the Effects of Personality Factors on Users’ Anthropomorphismof and Satisfaction with IPAs Based on Amazon Reviews

基于人格的层次影响框架,探究大五人格特征如何影响用户对智能助手的拟人化及满意度,并进一步分析拟人化在大五人格特征及用户满意度之间的中介作用。采集用户对亚马逊智能助手的评论数据,通过基于变换器的双向编码表征模型及袋装支持向量机对大五人格特征进行测量,并进行实证分析。研究表明:尽责性显著负向影响用户对智能助手的拟人化,其余人格特征(开放性、外倾性、宜人性、神经质)均显著正向影响用户对智能助手的拟人化;神经质显著负向影响用户对智能助手的满意度,其余人格特征(开放性、尽责性、外倾性、宜人性)显著正向影响用户的满意度;拟人化在大五人格特征与满意度之间起部分中介作用。

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.