Chatbots’ extroverted or introverted personality’s influence on consumers’ purchase intention depending on consumers’ extroversion extent

  • Lea Kalem (Student)

Student thesis: Master's Thesis


The purpose of this study is to investigate the influence of chatbot personality on consumer purchase intention, depending on the consumer's level of extroversion. Through an experiment, this study will analyze the effects of extroverted and introverted chatbot personalities on consumers with different levels of extroversion. The findings will provide valuable insights into the impact of chatbot personality on consumers’ purchase intention and the potential for personalized communication strategies in e-commerce. Results indicate that chatbot perception significantly influences purchase intention and that a match in personality between the chatbot and the consumer leads to higher purchase intention. Additionally, extroverted chatbots are found to lead to higher purchase intention than introverted ones. Finally, perceived ease of chatbot use is shown to increase purchase intention. These findings suggest that providing chatbots with a personality can effectively enhance purchase intention, particularly if matching the consumer’s personality.
Date of Award25 Jan 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCristina Mendonça (Supervisor)


  • Chatbot
  • Personality
  • Purchase intention
  • Five-factor model
  • Extroversion
  • Personality traits


  • Mestrado em Gestão e Administração de Empresas

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