The advent of the intelligent era has ushered in an evolution of user experience objectives, transforming human-machine interaction methods. As machines are endowed with digital personality, the interaction between humans and machines has fundamentally diverged from that with traditional hardware products. Voice interaction products on the market are also gradually moving towards a more personified direction. The personification of smart voice products narrows the psychological gap between humans and machines, representing a significant trend in current voice product development. However, the integration of digital personality introduces new challenges to human-machine interaction. People’s preferences vary, and it remains to be seen whether individuals are willing to embrace digital personality that mirror their own personalities. Consequently, this study designed an experiment to evaluate the digital personality of a car-assistant in a driving scenario. By consistently presenting personified voice stimuli, we collected post-experiment data to observe changes in user psychology and behavior. The results of ANOVA showed that there were significant differences in driver preference under different personality similarity (F = 6.452, p < 0.01). The research findings indicate that the personality of voices does influence users’ preference to a certain extent. Voices that closely match a user’s personality can enhance preference, offering users a superior perceptual and experiential.