medes, 2013, 29th october 2013 business informatics, systems and accounting s. hu, s. r. gulliver,...
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MEDES, 2013 www.henley.reading.ac.ukTuesday, 29th October 2013
Business Informatics, Systems and Accounting
S. Hu, S. R. Gulliver, M. Kyritsis, R. Stevens
Fashion Magazines: Design Implications of Focus and
Perception Variance between Chinese and UK Females
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• Fashion Magazine readers in China spend a high proportion of their income on fashion items.
Chinese Fashion
Fashion magazines are primarily from
US / UK / Japan.
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• Do people from different cultures perceive fashion magazine content differently?
• Does the dominance of Western designed magazines in China pose a cultural information mismatch?
Questions
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Buying Behaviour
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• Gender
• Age
• Income
• Personality
• Cognitive Style
Individual Differences
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Social Norms
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• 15 UK / 15 Chinese
• Aged between 18 and 50
• All Chinese participants had excellent functional English language skills (i.e. above IELTS 6.5 with no area below 6.0).
Participant personality information was collected using grouped sets of questions
Experimental Demography
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• Section 1: Collect Personal Information – Age, income, interest levels in fashion products…
• Section 2: Fashion magazine selection /content.
• Section 3: Fashion magazine design /format
Questionnaire
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• Vogue – as Chinese vogue is known.
• 10 pages - cover page, two content (textual) pages, editor’s letter, six pages of cover story. Similar layout!
Experimental Material
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Eye-tracking
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• Nationality has a significant effect on ‘total time spent on page’ {F (1, 296) = 3.889; p=.050}.
Not as a result of one cultural dimension!
British Consistently slower
Slow Fast
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• When content regions were characterised, view time changed across regions – with human pictures receiving longer viewing.
Picture Focus
Both Chinese and British females take a similar level of time on pictorial pages, however British females read more textual information. Is this due to language level, or is this a more generic cultural trend?
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Cognition Analysis
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Heat map
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Thinker / Feeler Hypothesis
Nationality was found to have a significant effect on participant base personality type (thinking/feeling) {F (1, 28) = 4.268; p=.048}.
Feeler – context(Holistic)
Thinker – focus(Analytical)
Gramling, Carolyn. (2005) what are you looking at? - Science.
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• British females spend longer viewing textual content in fashion magazines – language?
• British focus on the focal object. Chinese focus on the content.
Implications
Design Mismatch ???
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• Increase sample size.
• Investigate impact of language.
• Increase country scope.
• Investigate online usage!
Further Work
