Title page for etd-0709117-075630


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URN etd-0709117-075630
Author Wen-lin Lan
Author's Email Address No Public.
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Department Information Management
Year 2016
Semester 2
Degree Master
Type of Document
Language English
Title The Effect of Culture on Users’ First Impression and Behavior for Websites’ Visual Complexity
Date of Defense 2017-07-27
Page Count 52
Keyword
  • user behavior
  • culture
  • machine learning
  • eye tracking
  • first impression
  • website design
  • Abstract 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.
    Advisory Committee
  • Shih-Chieh Hsu - chair
  • Hsin-Hui Lin - co-chair
  • Yi-Ling Lin - advisor
  • Files
  • etd-0709117-075630.pdf
  • Indicate in-campus at 3 year and off-campus access at 3 year.
    Date of Submission 2017-08-19

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