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Online persuasion increasingly shapes public opinion, yet audience psychological traits remain underexplored. This study investigates whether individuals with different Big Five personality profiles perceive argumentative strategies differently. We conducted a user study using CMV posts annotated with five argumentative units (EUs) and collected persuasiveness ratings, personality, and demographic data from 426 participants. Regression analyses revealed that the effects of Fact and Policy units on persuasiveness were moderated by traits such as Extraversion, Conscientiousness, Agreeableness, and Neuroticism. These findings highlight the importance of tailoring persuasive strategies to audience profiles and offer implications for adaptive online communication.

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The Impact of Online Argumentation Strategies on Audience Persuasion: The Moderating Effect of the Big Five Personality

  • 会议论文

  • 发表日期：

    2026年

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  • Hongyi Li,
  • Guo Feng,
  • Tingshao Zhu

摘要

Online persuasion increasingly shapes public opinion, yet audience psychological traits remain underexplored. This study investigates whether individuals with different Big Five personality profiles perceive argumentative strategies differently. We conducted a user study using CMV posts annotated with five argumentative units (EUs) and collected persuasiveness ratings, personality, and demographic data from 426 participants. Regression analyses revealed that the effects of Fact and Policy units on persuasiveness were moderated by traits such as Extraversion, Conscientiousness, Agreeableness, and Neuroticism. These findings highlight the importance of tailoring persuasive strategies to audience profiles and offer implications for adaptive online communication.