The ever-increasing competition has led firms to higher adoption rate of technology to drive business efficiency and operation. One of the disruptive technologies of this century is Artificial Intelligence (AI), with virtual agents as one of its application. To get the maximum value of virtual agents, businesses attempt to personalize their chatbots by understanding their customers, using big data and machine learning. Aware of the significance of users’ personality, personality has also become the focus in achieving personalization. Meanwhile, personalization through chatbots personality
(botsanality) has escaped the attention of researchers. This research investigated the impacts of personality match between human and computer in e-commerce by measuring level of trust, perceived risk and purchase intention. The experiment did not present statistically significant results and therefore rejecting the hypotheses.