CULTURAL DIFFERENCES BETWEEN TAIWANESE AND GERMAN WEB USER - Challenges for Intercultural User Testing

Anna Karen Schmitz, Thomas Mandl, Christa Womser-Hacker

Abstract

Measuring the performance of a user with a web site reveals that the culture of a user is an important factor. A test of Taiwanese and German students resulted in various significant differences in effectiveness, efficiency and satisfaction. Task design and results of the experiment are presented. Human-computer interaction can be evaluated by different means. The paper discusses how methods need to be interpreted in international user test settings. For example, time might not be a valid measure in long-term oriented cultures for all interaction tasks.

References

  1. Aykin, N., 2005. Usability and Internationalization of Information Technology. Mahwah, New Jersey: LEA
  2. Barber, W., Badre, A., 1998. Culturablity: The Merging of Culture and Usability. In Proceedings of the Fourth Conference on Human Factors and the Web. http://www.research.att.com/conf/hfweb/proceedings/ barber/
  3. Bortz, J.; Döring, N., 1995. Forschungsmethoden und Evaluation für Sozialwissenschaftler. Berlin: Springer
  4. Chen, H. 2004. KulturSchock China. Bielefeld: Reise Know-How
  5. Choong, Y. ; Salvendy, G., 2000. Implications for Design of Computer Interfaces for Chinese Users in Mainland China. In International Journal of Human-Computer Interaction. vol. 11 (1) pp. 29-46
  6. Choong, Y-Y.; Plocher, T.A., Rau, P-L.P., 2005. Crosscultural Web Design. In Procter, Robert (Ed.). Handbook of Web Design. LEA.
  7. Dormann, C., Chisalita, C., 2002. Cultural Values in Web Site Design. In Proc Eleventh European Conference on Cognitive Ergonomics (ECCE 11) Catania, Italia, Sept. 8-11.
  8. Del Galdo, E., 1996. Culture and design. In Del Galdo, E., & Nielsen, J. (Eds.): International user interfaces. New York et al.: Wiley.
  9. Eckensberger, L., Plath, I. 2003. Möglichkeiten und Grenzen des variablenorientierten Kulturvergleichs: Von der Kulturvergleichenden Psychologie zur Kulturpsychologie. In Kaelble, H., Schriewer, J. (eds.): Vergleich und Transfer - Komparatistik in den Sozial-, Geschichts- und Kulturwissenschaften. Frankfurt: Campus. pp. 55-99.
  10. Evers, V., 2002. Cross-Cultural Applicability of User Evaluation Methods: A Case Study amongst Japanese, North-American, English and Dutch Users. In Proceedings ACM CHI Conf. pp. 740-741.
  11. Griffith, T.L. 1998. Cross-Cultural and Cognitive Issues in the Implementation of New Technology: Focus on Group Support Systems and Bulgaria. In Interacting with Computers. Special Issue: The Role of Culture in the Globalisation of Human-Computer Systems. v.9 n.4 pp. 431-447.
  12. Hodemacher, D., Mandl, T., Jarman, F., 2005. Kultur und Web-Design: Ein empirischer Vergleich zwischen Großbritannien und Deutschland. In Auinger, A. (ed.): Workshop-Proceedings der 5. fachübergreifenden Konferenz Mensch und Computer. Linz, Austria. September 2005. pp. 93-101.
  13. Hofstede, G., Hofstede, G.J., 2005. Cultures and Organizations: Software of the Mind. 2., erw. und überarb. Aufl. New York: McGraw-Hill.
  14. Hornbaek, K.; Law, E., 2007. Meta-analysis of correlations among usability measures. In Proceedings of the SIGCHI conference on Human factors in computing systems (ACM Press) San Jose, CA, pp. 617-626.
  15. Iwai, N., 2005. Japanese General Social Surveys (2): Methodological Experiments in Administering the Questionnaire, Incentives, Scales and Wording: In ZAInformation (57) Nov. pp. 83-103.
  16. Kamentz, E., Mandl, T., 2003. Culture and E-Learning: Automatic Detection of a Users' Culture from Survey Data. In: Evers, V., Röse, K., Honold, P., Coronado, J., Day, D. (eds.): Designing for Global Markets 5: Proceedings of the Fifth International Workshop on Internationalization of Products and Systems (IWIPS 2003) 17-19 July, Berlin. pp. 227-239.
  17. Kamentz, E.; Womser-Hacker, C., 2003. Using Cultural Differences in Educational Program Design and Approaches to Computers for Adaptation Concepts of Multimedia Learning. In Stephanidis, C. (Ed.) (2003), Universal Access in HCI: Inclusive Design in the Information Society. Proceedings of 10th International Conference on Human-Computer Interaction, 22-27 June 2003, Crete, Mahwah, NJ; LEA , pp. 1128-1132.
  18. Kim, D-W., Eibl, M., Mandl, T., 2005. How Do Web Sites Appear in Different Cultures? A Comparative Study with Korean and German Users. In Proceedings of the 11th International Conference on Human-Computer Interaction (HCI Intl.): Las Vegas, 22.-27. Juli. Mahwah, NJ; London: Lawrence Erlbaum Associates. Volume 10 - Internationalization, Online Communities and Social Computing: Design and Evaluation.
  19. Kralisch, A.; Berendt, B., 2004. Cultural Determinants of Search Behaviour on Websites. In Evers et al. (eds): International Workshop on Internationalisation of Products and Systems (IWIPS). pp. 61-74
  20. Kroeber, A.; Kluckhofen, C., 1952. Culture: A Critical Review of Concepts and Definitions. New York: Random House
  21. Law, E., Hvannberg, E. 2004. Analysis of Combinatorial User Effect in International Usability Tests. In Proceedings of the SIGCHI conference on Human factors in computing systems (ACM Press) Vienna, pp. 9-16.
  22. Mandl, T., de la Cruz, T., 2008. International Differences in Web Page Evaluation Guidelines. In International Journal of Intercultural Information Management (IJIIM) vol. 2. to appear.
  23. Marcus, A.; Baumgartner, V.; Chen, E., 2003. User Interface Design vs. Culture. In International Workshop on Internationalisation of Products and Systems (IWIPS) pp. 67-78
  24. Schmitz, K. 2005. Kulturelle Unterschiede bei der Benutzung und Bewertung von Websites am Beispiel von Deutschland und Taiwan. Master Thesis, International Information Management. University of Hildesheim, http://web1.bib.unihildesheim.de/edocs/2006/505460009/meta/
  25. Sheppard, C., Scholtz, J., 1999. The Effects of Cultural Markers on Web Site Use. In Proceedings of the 5th Conf on Human Factors & the Web. 3 June. Gaithersburg,Maryland. http://zing.ncsl.nist.gov/hfweb/proceedings/sheppard
  26. Sturm, C., 2005. Approaches for a successful product localization. In Auinger, A. (ed.): WorkshopProceedings der 5. fachübergreifenden Konferenz Mensch und Computer. Linz, Austria. September 2005. http://mc.informatik.uni-hamburg.de/konferenz baende /mc2005/workshops/WS8_B1.pdf
  27. Sun, H., 2001. Building A Cultural-Competent Corporate Web Site: An Exploratory Study of Cultural Markers in Multilingual Web Design. In SIGDOC'01. 21-24 October. Santa Fe, NM: ACM. pp. 95-102
  28. Trompenaars, F.; Hampden-Turner, C., 1997. Riding the Waves of Culture: Understanding Cultural Diversity in Business. London: Nicholas Brealey.
Download


Paper Citation


in Harvard Style

Karen Schmitz A., Mandl T. and Womser-Hacker C. (2008). CULTURAL DIFFERENCES BETWEEN TAIWANESE AND GERMAN WEB USER - Challenges for Intercultural User Testing . In Proceedings of the Tenth International Conference on Enterprise Information Systems - Volume 5: ICEIS, ISBN 978-989-8111-40-1, pages 62-69. DOI: 10.5220/0001700200620069


in Bibtex Style

@conference{iceis08,
author={Anna Karen Schmitz and Thomas Mandl and Christa Womser-Hacker},
title={CULTURAL DIFFERENCES BETWEEN TAIWANESE AND GERMAN WEB USER - Challenges for Intercultural User Testing},
booktitle={Proceedings of the Tenth International Conference on Enterprise Information Systems - Volume 5: ICEIS,},
year={2008},
pages={62-69},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001700200620069},
isbn={978-989-8111-40-1},
}


in EndNote Style

TY - CONF
JO - Proceedings of the Tenth International Conference on Enterprise Information Systems - Volume 5: ICEIS,
TI - CULTURAL DIFFERENCES BETWEEN TAIWANESE AND GERMAN WEB USER - Challenges for Intercultural User Testing
SN - 978-989-8111-40-1
AU - Karen Schmitz A.
AU - Mandl T.
AU - Womser-Hacker C.
PY - 2008
SP - 62
EP - 69
DO - 10.5220/0001700200620069