“…There are presently two types of research on personal values: (a) using a personal value scale to survey the subjects' values, so as to know the personal values in different countries (Sagiv & Schwartz, ; Schwartz, ; Swartz, ) and (2) improving the personal value scale according to individual demand by analysing and verifying the results (Krystallis, Vassallo, & Chryssohoidis, ). In recent years, social media (Stieglitz, Mirbabaie, Ross, & Neuberger, ; Tajudeen, Jaafar, & Ainin, ; Wikipedia, ) such as Facebook and Instagram have become platforms for users to offer their personal opinions, which can be viewed by the general public (Golbeck, Robles, & Turner, ). Gou, Zhou, and Yang () mentioned that there is research on using the digital footprints of users on social media to predict personal traits and gain a deeper understanding of users.…”