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CULTURABILITY: L’INFLUENZA DEI FATTORI CULTURALI NELL’USABILITÀ DEL WEB

Università degli Studi di Pavia Facoltà di Lettere e filosofia, Scienze politiche, Giurisprudenza, Ingegneria, Economia Corso di Laurea Specialistica Interfacoltà in Editoria e Comunicazione Multimediale. CULTURABILITY: L’INFLUENZA DEI FATTORI CULTURALI NELL’USABILITÀ DEL WEB.

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CULTURABILITY: L’INFLUENZA DEI FATTORI CULTURALI NELL’USABILITÀ DEL WEB

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  1. Università degli Studi di PaviaFacoltà di Lettere e filosofia, Scienze politiche, Giurisprudenza, Ingegneria, EconomiaCorso di Laurea Specialistica Interfacoltà inEditoria e Comunicazione Multimediale CULTURABILITY: L’INFLUENZA DEI FATTORI CULTURALI NELL’USABILITÀ DEL WEB Relatore: Prof. Marco PortaCorrelatore: Prof. Massimo Cellario Tesi di laurea diArianna Ricotti Anno Accademico 2010/2011

  2. Usability • “… the extent to which a product can be used by specified users to achieve specified goals with effectiveness (task completion by users), efficiency (task in time) and satisfaction (responded by user in term of experience) in a specified context of use (users, tasks, equipments and environments)” • (ISO 9241-11) Arianna Ricotti

  3. Usability • “Web Usability is the art of creating a website where people move at ease and effortlessly find what they need. Web usability is clarity, speed, ability to communicate and provoke a response” • (Jakob Nielsen) Arianna Ricotti

  4. Culturability • Culturability = culture + usability • (Barber & Badre) Arianna Ricotti

  5. Definitions of Culture • “Culture is the collective programming of the mind which distinguishes the members of one group or category of people from another” • (Geert Hofstede) • “Culture is the software of the mind” • (Geert Hofstede) Arianna Ricotti

  6. Geert Hofstede: the five cultural dimensions • Individualism vs. Collectivism (IDV) • Masculinity vs. Femininity (MAS) • Power Distance (PDI) • Uncertainty Avoidance (UAI) • Long-term vs. short-term orientation (LTO) Arianna Ricotti

  7. Case studies: Pepsi and Coca-Cola • Individualism vs. Collectivism (IDV)The presence of people or groups and their relationship with the represented product • High IDV = individualism: few or no person in the websites • Low IDV = collectivism: the presence of a greater number of people represented in the websites Arianna Ricotti

  8. Case studies: Pepsi and Coca-Cola Pepsi USA - IDV: 91 Coca-Cola USA - IDV: 91 Arianna Ricotti

  9. Case studies: Pepsi and Coca-Cola Pepsi China - IDV: 20 Coca-Cola China - IDV: 20 Arianna Ricotti

  10. Case studies: Pepsi and Coca-Cola • Masculinity vs. Femininity (MAS)The presence of people according to gender differences • High MAS = masculinity culture: only males depicted in websites • Low MAS = femininity culture: only females or people of both genders depicted in websites Arianna Ricotti

  11. Case studies: Pepsi and Coca-Cola Pepsi Japan - MAS: 95 Coca-Cola Japan - MAS: 95 Arianna Ricotti

  12. Case studies: Pepsi and Coca-Cola Pepsi Sweden - MAS: 5 Coca-Cola Sweden - MAS: 5 Arianna Ricotti

  13. Case studies: Pepsi and Coca-Cola • Power Distance (PDI)Age differences • High PDI: adult or older people represented in websites • Low PDI: young people represented in websites Arianna Ricotti

  14. Case studies: Pepsi and Coca-Cola Pepsi Slovakia - PDI: 104 Coca-Cola Slovakia - PDI: 104 Arianna Ricotti

  15. Case studies: Pepsi and Coca-Cola Pepsi Austria - PDI: 11 Coca-Cola Austria - PDI: 11 Arianna Ricotti

  16. Case studies: Pepsi and Coca-Cola • Uncertainty Avoidance (UAI)The amount of information shown in the homepage • High UAI: many subsections simultaneously • Low UAI: very simple navigation menu Arianna Ricotti

  17. Case studies: Pepsi and Coca-Cola Pepsi Belgium - UAI: 94 Coca-Cola Belgium - UAI: 94 Arianna Ricotti

  18. Case studies: Pepsi and Coca-Cola Pepsi Denmark - UAI: 23 Coca-Cola Denmark - UAI: 23 Arianna Ricotti

  19. Case studies: Pepsi and Coca-Cola • Long-term vs. short-term orientation (LTO)The presence of links to the “history” section • High LTO = cultures oriented to long term: interest in past, present and future events • Low LTO = cultures oriented to short term: focus on the present, not on past events Arianna Ricotti

  20. Case studies: Pepsi and Coca-Cola Pepsi Japan - LTO: 80 Coca-Cola Japan - LTO: 80 Arianna Ricotti

  21. Case studies: Pepsi and Coca-Cola Pepsi Czech Republic - LTO: 13 Coca-Cola Czech Republic - LTO: 13 Arianna Ricotti

  22. Acculturation Preparing and adapting a product to other markets and nations, and for use by different cultures Two possibilities: • Internationalization • Localization Arianna Ricotti

  23. Internationalization and Localization Internationalization Localization • One website to be used anywhere • Result: interface adapted for use in various countries and languages • Advantages: • Reduced time and costs • Fewer resources • More efficient architecture • Adaptation of the website for specific or “local” markets • Text translated for the specific country • Sense of belonging and identification of the user • Advantage: access to more markets Arianna Ricotti

  24. Internationalization and Localization Amazon Last.fm Arianna Ricotti

  25. Cultural markers • Factors that influence the culture • Elements of interface design found in Web pages • Significant elements highly prevalent or common in a particular cultural group • Language, colours, spatial organization, icons, symbols Results: influence the way a user interacts with the website Arianna Ricotti

  26. Cultural markers: language, symbols, images Language Symbols, icons and images • Speech used by a particular group of people • Principal component to acquire information from a website • Accessible website if available in the language of the users • Plain text, common words and avoiding jargon • Misunderstandings or misinterpretations up to offend • Different meanings for different cultures • Potentially sensitive issues: religious symbols, human body, women, hand gestures Arianna Ricotti

  27. Cultural markers: colour • Highly communicative and connected to people’s feelings and cultures • Use of colour perceived as negative or positive in different cultures: • Red = happiness in China • Red = death in South Africa • White = funeral in Eastern • White = wedding in Western • Colour and religion: • Judeo-Christian = red, blue, white and gold • Buddhism = saffron yellow • Islam = green Arianna Ricotti

  28. Cultural markers: colour • Websites in Saudi Arabia and the UAE: preponderance of Islamic green or desert colours (yellow, brown and orange) Arianna Ricotti

  29. Cultural markers: page layout Asian languages: vertical orientation Arabic languages: written horizontally from right to left Arianna Ricotti

  30. Conclusions • It is easy to create a website from a technical perspective • It is complicated to create a website for effective communication in the global market • Culture is important • Adapting the main cultural markers • Very different people • Marketing strategies: impossibility to meet the cultural criteria Arianna Ricotti

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