"Alexa is my new BFF": Social Roles, User Satisfaction, and Personification of the Amazon Echo

Amazon's Echo and its conversational agent Alexa open exciting opportunities for understanding how people perceive and interact with virtual agents. Drawing from user reviews of the Echo posted to Amazon.com, this case study explores the degree to which user reviews indicate personification of the device, sociability level of interactions, factors linked with personification, and influences on user satisfaction. Results indicate marked variance in how people refer to the device, with over half using the personified name Alexa but most referencing the device with object pronouns. Degree of device personification is linked with sociability of interactions: greater personification co-occurs with more social interactions with the Echo. Reviewers mentioning multiple member households are more likely to personify the device than reviewers mentioning living alone. Even after controlling for technical issues, personification predicts user satisfaction with the Echo.