A computational approach to understanding the interaction of personality and online product affordances

This study introduces the Personality Assimilation Materiality Analytical (PAMA) framework to explore the interaction between personality traits and material affordances of technological products in online environments. Drawing from assemblage theory and Object-Oriented Ontology (OOO), PAMA reconceptualizes personality as an emergent property influenced by the material characteristics of technological objects. Utilizing the Amazon Review Dataset, the research employs computational methods to analyze the co-evolution of personality traits and product affordances such as cognitive, physical, functional, and sensory aspects. Findings highlight the dynamic interplay between user personalities and material attributes, demonstrating how these factors influence product engagement and performance in digital marketplaces. The study advances personality theory by illustrating the evolving nature of personality through technology interaction and offers practical insights for product design, digital marketplace optimization, and personalized recommendation systems. The results emphasize the need for integrated approaches to understand the mutual shaping of personality and materiality within technological assemblages, paving the way for future research in human-technology interaction. Findings in this research offer insights for product design, digital marketplace optimization, and personalized recommendations by highlighting the interplay between personality traits and material affordances in shaping user engagement.