Culture and Website: User experience in website redesign based on cultural differences

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dc.contributor.authorYang, Zihua
dc.contributor.departmentChalmers tekniska högskola / Institutionen för data och informationstekniksv
dc.contributor.examinerBjörk, Staffan
dc.contributor.supervisorCrnkovic, Gordana Dodig
dc.date.accessioned2019-10-31T12:22:57Z
dc.date.available2019-10-31T12:22:57Z
dc.date.issued2019sv
dc.date.submitted2019
dc.description.abstractThe growth of multinational corporations has lead to the increased importance of cross-cultural communication across the globe. Therefore, the effect of cultural differences on user requirements has become an essential issue. Hofstede’s six dimensions and Hall’s concept of high and low context cultures have been widely discussed and accepted, in relation to marketing and consumption. However, both theories were conceived in the 1970s and may not apply to today’s environment. The investigations for this thesis sought to discover and identify how cultural factors influence user’s preferences for user experience attributes on websites, combining Hofstede’s and Hall’s theories with Holliday’s grammar of culture and Edwin Hoffman’s Culture mode theories. Design attributes such as color and layout were determined using online surveys, usability tests and interviews with middle-class subjects from both Sweden and China. A redesigned website and a guideline for cultural localization in both countries are provided. The results confirm and extend prior research, as significant differences were found in some of the listed design attributes, but tend to be similar in some other attributes. Different user experience design is still suggested for successful communication in different cultural groups. Although this study was applied to cultural differences between China and Sweden, the methodology and design procedure can be adapted for other cultures.sv
dc.identifier.coursecodeDATX05sv
dc.identifier.urihttps://hdl.handle.net/20.500.12380/300511
dc.language.isoengsv
dc.setspec.uppsokTechnology
dc.subjectCross-cultural designsv
dc.subjectUser experience designsv
dc.subjectWeb designsv
dc.subjectUsabilitysv
dc.subjectCommunicationsv
dc.subjectChinasv
dc.subjectSwedensv
dc.titleCulture and Website: User experience in website redesign based on cultural differencessv
dc.type.degreeExamensarbete för masterexamensv
dc.type.uppsokH
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