當新的數位產品邁向全世界市場的時候，產品的在地化政策往往僅局限於語言的翻譯。然而，文化的差異並不只限於語言。因此，本研究主要目的為探討如何在網站的視覺複雜度上調整以讓來自不同文化的使用者接受、並且能夠有效率的使用。Hofstede 的六個文化向度在這篇論文裡討論。有兩個研究問題是這篇研究欲嘗試回答的：1）網站設計要如何依據文化向度做調整視覺複雜度來獲得使用者良好的第一印象？2）文化向度是會對使用者的行為有什麼影響？ 為了回應研究問題，第一項研究分析了一份群眾外包的使用者偏好的巨量資料集。分析結果顯示其中一個向度Power Distance 為最重要的向度。另一個實驗收集了使用者在不同視覺複雜度的行為。Power Distance Index、Masculinity、Uncertainty Avoidance在結果中顯示為與使用者表現與視覺行為的重要文化向度。本篇論文指出如何根據使用者的Power Distance Index預測使用者對視覺複雜度的偏好。除此之外，根據Power Distance Index、Masculinity、Uncertainty Avoidance網站能夠挑整視覺複雜度以提升使用者的效率。

When digital products go international, localization strategies often oversee the importance of culture. This research employed Hofstede’s culture dimensions to find out what is the most important culture dimension to predict users’ preference and to influence users’ behavior. This paper conducted two studies to answer the research questions: 1) How to adjust visual complexity to satisfy users’ first impression based on their culture dimension index 2) What is the relationship between culture dimensions and users’ behaviors? To answer the research questions, Study 1 explored the big data set from LabintheWild.org which consist of 441,478 observations of users’ preference for website design. Power distance was found to be the best predictor for website first impression. This data was trained to measure the importance of six dimension using a machine learning method. Despite the importance of first impression, this research also conducted Study 2 to investigate users’ behavior and experience across cultures with an eye-tracking device. Power distance and uncertainty avoidance as well as masculinity were found to be an important dimensions related to users’ performance and visual behavior. This research provides the localization suggestions by adjusting culture dimensions in order to receive better first impression and user performance.

論文審定書 i
ACKNOWLEDGEMENT ii
摘要 iii
ABSTRACT iv
Table of Content v
List of Figures vi
List of Tables vii
1 Introduction 1
2 Theoretical Background and Hypothesis Development 6
2.1 Culture and Usability 6
2.2 First impression 10
2.3 Users’ behavior 12
2.4 Hypothesis Development 14
2.5 Frist impression for visual complexity 14
3 Study 1: Analytical Study 18
3.1 Material 19
3.2 Methodology 21
3.3 Study 1: Results 22
4 Study 2: Lab-based Study 23
4.1 Procedures 24
4.2 Apparatus 24
4.3 Study Design 25
4.4 Material 25
4.5 Participants 27
4.6 Study 2: Results 28
5 Discussion 31
5.1 Limitations 33
5.2 Future work 34
5.3 Implications 34
6 Conclusion 35
7 References 38
8 Appendix 44
8.1 Appendix A 44
9 Endnotes 44

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