Cultural Preference Identification for Cross-cultural Website Design

Gatis Vitols, Irina Arhipova, Yukako Hirata


In this article analysis of available cross-cultural website design model methods for cultural preference identification is performed. Users from various cultures not only speak different languages, but also think and act differently. These differences impact process of how users perceive and use information systems, including websites. Therefore there is emerging need for models, methods and technologies for design of usable cross-cultural websites. One of the main tasks relating to usable cross-cultural website design is to gather data about cultural preferences for a selected culture. We propose to extend the existing methods for cultural preference identification with additional cultural dimension theories and methods for extraction of data from culture preferred products.


  1. Ahmed, T., Mouratidis, H., & Preston, D. (2009). Website Design Guidelines: High Power Distance and HighContext Culture. International Journal of Cyber Society and Education, 2(1), 47-60.
  2. Alostath, J., Almoumen, S., & Alostath, A. (2009). Identifying and Measuring Cultural Differences in Cross-Cultural User-Interface Design. In Aykin, N. (Ed.), Proceedings of Third International Conference on Internationalization, Design and Global Development, IDGD 2009 (pp. 3-12). San Diego: Springer-Verlag Berlin Heidelberg.
  3. Barber, W., & Badre, A. (1998). Culturability: The Merging of Culture and Usability. Proceedings of the 4th Conference on Human Factors and the Web. Basking Ridge: AT&T Labs.
  4. Braun, B., & Rose, K. (2007). Localization Issues: A Glimpse at the Korean User (From the Western Perspective). In Aykin, N. (Ed.), UI-HCII'07 Proceedings of the 2nd International Conference on Usability and Internationalization (pp. 3-12). Beijing: Springer-Verlag Berlin Heidelberg.
  5. Chavan, A. L. (1999). A Quick and Dirty User Profiling Technique. In Prabhu, G. & De Galdo, E. (Eds.), Designing for Global Markets 1, IWIPS 1999, First International Workshop on Internationalisation of Products and Systems (pp. 79-93). New York: Backhouse Press.
  6. Gevorgyan, G., & Manucharova, N. (2009). Does Culturally Adapted Online Communication Work? A Study of American and Chinese Internet Users' Attitudes and Preferences Toward Culturally Customized Web Design Elements. Journal of Computer Mediated Communication, 14(2), 393-413.
  7. Gould, E. W. (2005). Synthesizing the Literature on Cultural Values. In Aykin, N. (Ed.), Usability and Internationalization of Information Technology (pp. 79-120). New Jersey: Lawrence Erlbaum Associates, Inc.
  8. Hall, E. T. (1976). Beyond Culture (p. 320). New York: Anchor Books.
  9. Hall, E. T., & Hall, M. R. (1990). Understanding Cultural Differences. Yarmouth: Intercultural Press Inc.
  10. Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and Organizations: Software for the Mind (3rd ed., p. 576). New York: McGraw-Hill.
  11. Hsieh, H. C., Holland, R., & Young, M. (2009). A Theoretical Model for Cross-Cultural Web Design. In Kurosu, M. (Ed.), Proceedings of the First International Conference on Human Centered Design HCD09 (pp. 712-721). San Diego: Springer-Verlag Berlin Heidelberg.
  12. Jagne, J., Smith, S. G., Duncker, E., & Curzon, P. (2004). Cross-Cultural Interface Design Strategy (p. 8). London.
  13. Kondratova, I., Goldfarb, I., & Aykin, N. (2007). Color Your Website: Use of Colors on the Web. In Aykin, N. (Ed.), Usability and Internationalization. Global and Local User Interfaces (Vol. 4560, pp. 123-132). Berlin: Springer Berlin Heidelberg
  14. Marcus, A., & Baumgartner, V.-J. (2004). A Practical Set of Culture Dimensions for Global User-Interface Development. In Masoodian, M., Jones, S., & Rogers, B. (Eds.), Proceedings of 6th Asia Pacific Conference, APCHI 2004 (pp. 252-261). Rotorua: Springer-Verlag Berlin Heidelberg.
  15. Nishbett, R. (2003). The Geography of Thought: How Asians and Westerners Think Differently...and Why (p. 275). New York: The Free Press.
  16. Rau, P.-L. P., Plocher, T., & Choong, Y.-Y. (2011). CrossCultural Web Design. In Proctor, R. & Vu, K.-P. (Eds.), Handbook of Human Factors in Web Design (pp. 677-698). Boca Raton: CRC Press.
  17. Smith, A., Dunckley, L., French, T., Minocha, S., & Chang, Y. (2004). A Process Model for Developing Usable Cross-Cultural Websites. Interacting with Computers, 16(1), 63-91.
  18. Takasaki, T., & Mori, Y. (2007). Design and Development of a Pictogram Communication System for Children Around the World. IWIC'07 Proceedings of the 1st International Conference on Intercultural Collaboration (pp. 193-206). Kyoto: Springer-Verlag Berlin Heidelberg.
  19. Vitols, G., Arhipova, I., & Hirata, Y. (2011). Evaluation of Cross-Cultural Web Information System Design Guidelines. In Zhang, R., Cordeiro, J., Li, X., Zhang, Z., & Zhang, J. (Eds.), Proceedings of the 13th International Conference on Enterprise Information Systems, ICEIS 2011 (pp. 275-280). Beijing: SciTePress.
  20. Ying, D., & Lee, K.-P. (2008). A Cross-Cultural Comparative Study of Users' Perceptions of a Webpage: With a Focus on the Cognitive Styles of Chinese, Koreans and Americans. International Journal of Design, 2(2), 19-30.
  21. Zahedi, F. “Mariam,” Van Pelt, W., & Song, J. (2001). A Conceptual Framework for International Web Design. IEEE Transactions on Professional Communication, 44(2), 83-103.

Paper Citation

in Harvard Style

Vitols G., Arhipova I. and Hirata Y. (2012). Cultural Preference Identification for Cross-cultural Website Design . In Proceedings of the 14th International Conference on Enterprise Information Systems - Volume 3: ICEIS, ISBN 978-989-8565-12-9, pages 99-102. DOI: 10.5220/0003968600990102

in Bibtex Style

author={Gatis Vitols and Irina Arhipova and Yukako Hirata},
title={Cultural Preference Identification for Cross-cultural Website Design},
booktitle={Proceedings of the 14th International Conference on Enterprise Information Systems - Volume 3: ICEIS,},

in EndNote Style

JO - Proceedings of the 14th International Conference on Enterprise Information Systems - Volume 3: ICEIS,
TI - Cultural Preference Identification for Cross-cultural Website Design
SN - 978-989-8565-12-9
AU - Vitols G.
AU - Arhipova I.
AU - Hirata Y.
PY - 2012
SP - 99
EP - 102
DO - 10.5220/0003968600990102