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The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
The Effects of Cultural Markers on Web Site Use
Charles Sheppard
and
Jean Scholtz
National Institute of Standards and
Technology
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Objective
To determine if the absence or presence of cultural markers affect the user’s preference or performance.
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Motivating Factors
Issues in Global Web Site Design Supporting Research
– Barber and Badre at Georgia Tech• Categorized hundreds of web sites• Detailed inspection to identify prevalent design elements• Checked for emergent patterns
– NIST WebMetrics Tools• WebSAT• WebCAT• WebVIP
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Process
Identification of Cultural Markers Selection of a Commercial Web Site Modification of Selected Web Site Experimental Design Conducting the Experiment Analysis of Data
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Identification of Cultural Markers
Based on research by Barber and Badre– looked at cultures and genres of web sites– identified colors, types of fonts, alignment,
amount of graphics, content of photos as markers
Middle East selected as target culture– distinctly different from North American
markers
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Middle Eastern Cultural Markers
Green Color– background– borders– text for links without underlining
Volume– High amounts of text– Low amount of graphics
Orientation– Menus positioned on the right
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Process
Identification of Cultural Markers Selection of a Commercial Web Site Modification of Selected Web Site Experimental Design Conducting the Experiment Analysis of Data
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Selection of a Commercial Web Site
Complete downloadable pages Content ready Well-designed Easily modifiable features
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Process
Identification of Cultural Markers Selection of a Commercial Web Site Modification of Selected Web Site Experimental Design Conducting the Experiment Analysis of Data
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Modification of Selected Web Site
Scaled down selected site Instrumented two sites from scaled
down version– Middle Eastern Site– United States Site
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Process
Identification of Cultural Markers Selection of a Commercial Web Site Modification of Selected Web Site Experimental Design Conducting the Experiment Analysis of Data
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Experimental Design
Ten users (5 in each group) Performance tasks for each site
– Sets of questions were comparable – Tasks were associated with a cultural
marker
Preference questions– First impressions– Site comparisons
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Marker Test
Graphics versus text links Menu columns positioned on the right
versus positioned on the left Text links versus menu columns
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Process
Identification of Cultural Markers Selection of a Commercial Web Site Modification of Selected Web Site Experimental Design Conducting the Experiment Analysis of Data
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Conducting the Experiment
Experiments conducted remotely Subject demographics Anonymous data collection Counterbalanced site assignments
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Subject DemographicsQuestions North American Middle EasternCountry of Origin All USA 1 Iraq, 1 Jordan, and 3
Saudi ArabiaPrimary/Native Lang. All English All ArabicSecondary Language(s) 2 Spanish, 2 French,
and 1 Italian
5 English, and 1Spanish
Years in U. S. Average of 23 years Average of 5 yearsYears of Web Usage Average of 3 years Average of 3 yearsFrequency of Web Use 2 Weekly, 2 Daily, and 1
Never
1 Weekly, 4 Daily
Level of Web Expertise 2 Very Good, 1 Good, 1Okay, and 1 Novice
3 Very Good, 1 Good,and 1 Okay
Main Web Usage Entertainment, Info.,and Education
Info., Education, andNews
Level of Satisfaction inWeb Use
All Good 2 Extremely, 1 Good, 1Okay, and 1 MostlyOkay
Modem Speed 56 Kbytes 28.8 Kbytes or better
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Process
Identification of Cultural Markers Selection of a Commercial Web Site Modification of Selected Web Site Experimental Design Conducting the Experiment Analysis of Data
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Categories of Data Analysis
Answers to the task questions Path information from log files Responses to subjective questions
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Performance Results
Hypothesis: Subjects would perform better on site thatreflected their culture.
North American Middle EasternTasks M.E. Site U.S. Site M.E. Site U.S. Site
1 4/5 correct 5/5 correct 5/5 correct 4/5 correct
2 5/5 correct 5/5 correct 5/5 correct 3/5 correct
3 2/5 correct 5/5 correct 3/5 correct 5/5 correct
4 4/5 correct 5/5 correct 5/5 correct 5/5 correct
5 4/5 correct 4/5 correct 3/5 correct 3/5 correct
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Preferences by SiteHypothesis: Subjects would prefer the site that reflected their
culture.North American Middle EasternCategoryM.E. Site U.S. Site M.E. Site U.S. Site
Appearance:Overall……………………………..Colors used……………………….Prefer other colors……………….
3.03.02.2
3.84.01.6
2.62.82.6
3.84.02.2
Pictures:Ones used…………………………Number used………………………
2.64.8
3.64.2
2.83.4
2.83.6
Text:Amount used………………………Font or script used………………..Color of headings…………………
2.83.63.0
3.44.23.6
2.42.82.2
3.02.63.6
Organization of Information:Layout……………………………… 3.6 3.8 2.6 3.2
Ease of use:In performing the task……………. 3.4 3.8 3.6 3.4
Navigation:Through the site…………………… 3.4 3.8 3.6 3.8
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Preferences Comparing SitesHypothesis: Subjects would prefer the site that reflected their
culture.
North American Middle EasternCategoryM.E. Site U.S. Site M.E. Site U.S. Site
Appearance:Overall……………………………..Colors used……………………….Site preference…..……………….
1.21.01.0
3.02.82.0
1.61.81.0
2.62.62.4
Graphics:Site preference…………………… 1.0 3.2 1.2 1.6
Text:Amount used………………………Font used…………………………..Headings’ color used……………..
1.61.41.0
2.22.02.6
1.01.21.6
2.01.82.0
Information:Layout……………………………… 1.4 3.0 1.8 2.4
Ease of use:In performing tasks….……………. 1.6 2.8 2.0 2.8
Navigation:Site preference……………………. 1.4 2.6 1.8 3.4
Overall Preference:Site preference……………………Site appearance…………………..
1.21.0
3.03.0
1.82.2
2.82.2
The Effects of Cultural Markers on Web Site Use
HFWEB June 3, 1999
Conclusion Results
– Performance was confirmed– Preference was not confirmed
Confounded factors of experiment– Lack of control over download speed– Length of residence in U.S. by Middle Eastern subjects– English was used in both sites
Future experiments– Use of CDs to deliver experiment– Require subjects to start at a designated web page to begin each task– Expand to include more regions
Ultimate goal– Heuristics for culturally acceptable web designs
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