the effects of cultural markers on web site use hfweb june 3, 1999 the effects of cultural markers...

The Effects of Cultural Markers on Web Site Use

HFWEB June 3, 1999


Charles Sheppard

and

Jean Scholtz

National Institute of Standards and

Technology


HFWEB June 3, 1999

Objective

To determine if the absence or presence of cultural markers affect the user’s preference or performance.


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


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


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


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


HFWEB June 3, 1999

Process



HFWEB June 3, 1999

Selection of a Commercial Web Site

Complete downloadable pages Content ready Well-designed Easily modifiable features


HFWEB June 3, 1999

Process



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


HFWEB June 3, 1999

Home Page for U.S. Site


HFWEB June 3, 1999

Home Page for M.E. Site


HFWEB June 3, 1999

Process



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


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


HFWEB June 3, 1999

Process



HFWEB June 3, 1999

Conducting the Experiment

Experiments conducted remotely Subject demographics Anonymous data collection Counterbalanced site assignments


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


HFWEB June 3, 1999

Process



HFWEB June 3, 1999

Categories of Data Analysis

Answers to the task questions Path information from log files Responses to subjective questions


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






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


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


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

the effects of cultural markers on web site use hfweb june 3, 1999 the effects of cultural markers...

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