Self-Report Versus Web-Log: Which One is Better to Predict Personality of Website Users?

Ang Li, Zheng Yan and Tingshao Zhu
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Ang Li: Institute of Psychology, Chinese Academy of Sciences, Beijing, China & School of Computer and Control, University of Chinese Academy of Sciences, Beijing, China
Zheng Yan: Educational Psychology and Methodology Division, University at Albany (SUNY), Albany, NY, USA
Tingshao Zhu: Institute of Psychology, Chinese Academy of Sciences, Beijing, China

International Journal of Cyber Behavior, Psychology and Learning (IJCBPL), 2013, vol. 3, issue 4, 44-54

Abstract: Number of studies have investigated the relationship between personality and web use behaviors on Social Network Sites (SNS), and the measurement of web use behaviors relies on self-report technique. In this study, the authors investigated the correlation between self-report and web-log measures of web use behaviors, and further examined which one would be better to predict user’s personality. There are two major findings: (a) a diverse relationship exists between self-report and web-log measures of web use behaviors; (b) web-log data is a better predictor of user’s personality than self-report data. It suggests that such two sets of data (self-report and web-log) should be treated differently, and it is suitable to predict user’s personality using web-log data.

Date: 2013
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