Home // ICDS 2013, The Seventh International Conference on Digital Society // View article

Understanding the Cultural Dimension on the Web Homepage Preferences and Visual Exploration

Authors:
Jerome Dinet
Robin Vivian
Kevin La Mantia
Muneo Kitajima
David Bertolo

Keywords: visual exploration; culture; consumer; preference; design

Abstract:
In an experimental study conducted with thirty-two French and Japanese users, we investigated the impact of culture (i.e., cultural cognitive style) on users’ preferences and their visual exploration of homepages with two different designs: French-ness and Japan-ness design. Two main results have been obtained: (1) Even if homepages are culturally designed, preferences of the user is not related to this culture-centered design; (2) The visual exploration of homepages is subordinate to the culture of the user, i.e. is not really related to the design.

Pages: 81 to 86

Copyright: Copyright (c) IARIA, 2013

Publication date: February 24, 2013

Published in: conference

ISSN: 2308-3956

ISBN: 978-1-61208-249-3

Location: Nice, France

Dates: from February 24, 2013 to March 1, 2013