A conceptual model of student academic affair Chatbot personality - Kapferer brand identity prism integration in organizational branding / Nur Khaleeda Mohd Amin

Chatbot has grown immensely popular through the years in assisting people to navigate their daily task. Chatbot can be understood as a software that interacts with human by using natural language. Numerous of big companies implement chatbot on their daily operation to provide timeless and fast response to their customers, which usually available on mobile phone or web. However, lack of personality element in chatbot leads to boring conversation and become less memorable since it has no unique characteristics to differentiate the chatbot from one another. In addition, less research related to chatbot personality is conducted. With the intention of solving the problems, a research on chatbot personality is done. A chatbot prototype is developed with the inclusive of personality traits and attributes. The personality traits are determined by using the Five Factor Model of Personality (FFM). Daniel chatbot is designed to mimic one of the student academic affair staffs. An experiment was conducted with 20 participants using two chatbots, one without personality (Chatbot A) and one with personality (Chatbot B), followed by answering a set of questionnaires and one-to-one interviews with the participants discussing their experience with each of the chatbots. The evaluation of user perception was analyzed in both qualitative and quantitative methods. The results show that most of them prefer the chatbot with personality on account of its friendliness and appear to be less robotic, as well as provides clear and useful information. On the other hand, this research is using t-test to assess the hypothesis between the relationship of chatbot personality and user experience. A conceptual model of chatbot personality is developed based on the analyzed data. The recommendation for this research is to validate and enhance the chatbot personality conceptual model.