Evaluating the Effects of Cultural Preferences on Website Use

Cultural diversity makes it impossible for designers developing web design depending on instinctive knowledge or personal experiences. Therefore, there is a need to investigate the requirements and preferences of target-culture users. Based on the results of local website auditing in the author’s previous research [6], there are significantly different preferences for web interface design between Taiwanese and Australian cultures. Further, it is questioned that, if the cultural preferences are incorporated in the web, the effects of web communication can be improved. Thus, the aim of this paper is to evaluate the effects of cultural preferences on website use. The methodologies in this research would be introduced in the following. First, two cultures are selected. Second, hypotheses are constructed. Third, four experimental websites are constructed. Fourth, the usability test is established. Based on the results of the usability test, the findings would be presented to help web developers and enable designers to become aware of the possibilities of effective communications with a specific culture.