Cross-Cultural Comparative Study of Users’ Perception of the Navigation Organization of an E-Commerce Web Application

Publication Year:
2012
Usage 284
Downloads 246
Abstract Views 38
Repository URL:
https://digitalcommons.unf.edu/etd/413; https://digitalcommons.unf.edu/cgi/viewcontent.cgi?article=1302&context=etd
Author(s):
Bilyayeva, Tetiana A; Bilyayeva, Tetiana, 1986-
Publisher(s):
UNF Digital Commons
Tags:
Thesis; University of North Florida; UNF; Dissertations; Academic – UNF – Master of Science in Computer and Information Sciences; Dissertations; Academic – UNF – Computing; User interfaces (Computer systems) -- Testing; Internet searching -- Testing; Language and the Internet -- Testing; Computer users -- Language -- Psychological aspects; English language -- Usage; Russian language -- Usage; Cognition and culture; Electronic commerce -- Computer networks; Business -- Computer networks; Human-computer interaction; user interface; cultural differences; usability; website; e-commerce; Thesis; University of North Florida; UNF; Dissertations, Academic – UNF – Master of Science in Computer and Information Sciences; Dissertations, Academic – UNF – Computing; User interfaces (Computer systems) -- Testing; Internet searching -- Testing; Language and the Internet -- Testing; Computer users -- Language -- Psychological aspects; English language -- Usage; Russian language -- Usage; Cognition and culture; Electronic commerce -- Computer networks; Business -- Computer networks; Human-computer interaction; user interface; cultural differences; usability; website; e-commerce; E-Commerce; Science and Technology Studies
thesis / dissertation description
The object of this study was to assess the influence of native language, as a principal cultural characteristic, one users’ behavior when using a web-based e-commerce application. The study expands on previous research by comparing English and Russian users. The research also considered demographic data to assess additional factors that influence behavior and task performance. The research design encompassed an online shopping application with two different navigation menus. One menu was based on the action-object model and the other was based on the object-action model. The user interface was created in two different languages (Russian and English). This study suggests that language, as a cultural indicator, has a direct relationship to user satisfaction and performance in e-commerce web applications.