Personality in cyberspace: personal Web sites as media for personality expressions and impressions.

This research examined the personality of owners of personal Web sites based on self-reports, visitors' ratings, and the content of the Web sites. The authors compared a large sample of Web site owners with population-wide samples on the Big Five dimensions of personality. Controlling for demographic differences, the average Web site owner reported being slightly less extraverted and more open to experience. Compared with various other samples, Web site owners did not generally differ on narcissism, self-monitoring, or self-esteem, but gender differences on these traits were often smaller in Web site owners. Self-other agreement was highest with Openness to Experience, but valid judgments of all Big Five dimensions were derived from Web sites providing rich information. Visitors made use of quantifiable features of the Web site to infer personality, and the cues they utilized partly corresponded to self-reported traits.