A study of the cultural effects of designing a user interface for a web-based service. (1st January 2003)

• Record Type: Journal Article
• Authors: Rau, Pei-Luen Patrick; Liang, Sheau-Farn Max
• Is Part Of: International journal of services technology and management. Volume 4:Number 4/5/6(2003)
• Page Start: 480
• Page End: 493
• Publication Date: 2003-01-01
• Subjects: cultural differences -- user interface design -- web-based service -- Chinese; Service industries -- Management -- Periodicals; Service industries -- Technological innovations -- Periodicals; 658.005
• Languages: English
• ISSNs: 1460-6720

Abstract

With the globalisation of markets and the internet, customer satisfaction now depends on how seriously service providers take into account regional user needs combined with culturally-suitable user interface design. The objective of this study was to investigate the effects of two cultural dimensions, Time Orientation (TO) and Communication Style (CS), on user performance in browsing a web-based service. A comparison in Hofstede's cultural dimensions was also made between two Chinese-speaking student groups. The results showed that participants with polychronic TO performed faster and took fewer steps than those with monochronic TO. Participants with high-context CS were more disorientated than those with low-context CS. The comparison in cultural dimensions indicated that there is a variety even within Chinese-speaking cultures. To be able to meet customers' expectations and increase their satisfaction, it is necessary for user interface designers to consider these cultural effects.