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CIAM: A New Assessment Model to Measure Culture’s Influence on Websites

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Cross-Cultural Design. Applications in Health, Learning, Communication, and Creativity (HCII 2020)

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Abstract

Literature has reported user’s culture to be an influencing factor towards the user experience of a website and hence it contributes to its rejection or uptake. It has also been reported that different cultures exhibit specific user interface preferences. However, there has been limited work to develop operational models that can assess the cultural inclination of a website design, which contributes to its user experience. This paper proposes an assessment tool called CIAM (Culture’s Influence Assessment Model) through deriving observable user interface elements and mapping them to prevalent culture models. The proposed markers of culture’s influence on a website were derived by a creative extension of reported work in literature and then was applied on 16 websites of 8 countries by 5 industry experts. It was found that the CIAM based assessment of websites was congruent with cultural dimensions of the 8 countries. In view of these findings, this paper argues that CIAM can be a useful tool when cultural disposition of a website needs to be assessed.

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Authors and Affiliations

  1. Department of Design, Indian Institute of Technology Delhi, New Delhi, India

    Surbhi Pratap & Jyoti Kumar

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  1. Surbhi Pratap
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  2. Jyoti Kumar
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Correspondence to Surbhi Pratap .

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  1. Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

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Pratap, S., Kumar, J. (2020). CIAM: A New Assessment Model to Measure Culture’s Influence on Websites. In: Rau, PL. (eds) Cross-Cultural Design. Applications in Health, Learning, Communication, and Creativity. HCII 2020. Lecture Notes in Computer Science(), vol 12193. Springer, Cham. https://doi.org/10.1007/978-3-030-49913-6_33

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  • DOI: https://doi.org/10.1007/978-3-030-49913-6_33

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  • Online ISBN: 978-3-030-49913-6

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