Motivation. Cultural Determinants of Search Behaviour on Websites. Motivation. Agenda. Agenda. Anett Kralisch & Bettina Berendt

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1 Cultural Determinants of Search Behaviour on Websites Anett Kralisch & Bettina Berendt Institute of Information Systems umboldt University Berlin, Germany Motivation personal and situational variables ease of finding information use of Internet as information source umboldt-universität zu Berlin Kralisch & Berendt 2004 umboldt-universität zu Berlin Kralisch & Berendt Motivation personal and situational variables ease of finding information use of Internet as information source 1. Cultural Dimensions and ypotheses ow does culture affect information seeking behaviour? previous research on culture on attitudinal variables & user-interface design here: research concerning behavioural variables umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt Cultural Dimensions and ypotheses Source: Marcus et al umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt

2 Cultural Dimensions ofstede: all: Power Distance Collectivism Uncertainty Avoidance ong-term Orientation Feminity vs. Masculinity Monochronic vs. Polychronic Context specificity... Source: Marcus et al umboldt-universität zu Berlin Kralisch & Berendt other authors... more dimensions umboldt-universität zu Berlin Kralisch & Berendt Cultural Dimensions Example: TIME perception ofstede: all:... and other authors... and more dimensions Power Distance Collectivism Uncertainty Avoidance ong-term Orientation Feminity vs. Masculinity Monochronic vs. Polychronic Context specificity... ow people deal with: INFO TIME SPACE ong-term Orientation (ofstede) Short-Term Orientation focussed on past and present (e.g. Canada,Germany) ong-term Orientation focussed on future rewards Influence on user-interface/web design (e.g., Marcus et al. 2001): desire for immediate results and the achievement of goals Clean functional design (e.g. China, Japan) patience in achieving results and goals Complex design requires more patience umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt Search Preferences Search Preferences Search option Characteristics Presumably preferred by Search option Characteristics Presumably preferred by Search engine little context fast information access no hierarchies ow context ow Uncertainty Avoidance Short-Term oriented ow Power Distance Search engine little context fast information access no hierarchies ow context ow Uncertainty Avoidance Short-Term oriented ow Power Distance Alphabetically organized links igh Power Distance Alphabetically organized links igh Power Distance Content-organized links highest amount of (context) information more time-consuming information access igh context igh Uncertainty Avoidance ong-term oriented igh Power Distance Contentorganized links highest amount of (context) information more time-consuming more information time-consuming access iiiinformation information access igh context igh Uncertainty Avoidance ong-term oriented ong-term oriented igh Power Distance umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt

3 1. Cultural Dimensions and ypotheses Method & Data OGFIE ANAYSIS of a website s user access data recorded between 11/2001 and 11/2002 The website: public health Multilingual: German, English, Spanish, Portuguese Search options: search engine, alphabetical links, content links The users: 277,809 user sessions 3,928,235 page requests 188 countries, 9,971 cities umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt Webserver log og data processing 200.x4.xx.xx - - [09/Apr/2002:22:28: ] "GET /cgi-bin/ivw/cp/doia/image. asp. ivw?zugr=d&lang=e&cd=14&nr=87&diagnr= TTP/1.0" " "Mozilla/4.0 (compatible; MSIE 5.0; Windows 98; DigExt)" 200.x4.xx.xx IP address doia/ &diagnr= requested page (also: search modus) etc. 1. Cultural Dimensions and ypotheses IP address ocalization Culture IP_ADDRE COUNTRY CITY ATITUDE ONGITUD TIMEZONE CERTAINT 8x.7x.6x.xxx Albania Tirane : x3.1x4.xx.xxx Algeria Algiers :00 80 umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt SEARC ENGINE UA CONT TO ORGANIZED INKS UA CONT TO SEARC ENGINE UA CONT TO ORGANIZED INKS UA CONT TO Our ypothesis Our ypothesis preferred preferred by by OW OWTO TO users users expected expected result result umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt

4 Our ypothesis SEARC ENGINE UA CONT TO ORGANIZED INKS UA CONT TO 1. Cultural Dimensions and ypotheses umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt Most ypotheses were confirmed. (with the exception of Uncertainty Avoidance Dimension) essons learned CUTURE Context Specificity ong-term Orientation Power Distance PERCEPTION/ PREFERENCES OF INFO TIME SPACE COICE & USE OF SEARC MODI igh: Content inks ow: Search engine igh: Content inks ow: Search engine igh: Content inks ow: Search engine umboldt-universität zu Berlin Kralisch & Berendt Cultural background 1. interface design (e.g. Marcus et al. 2000) 2. behavioural variables users favour different search modi Culturally adapted website design should take this into account, e.g. through highlighting certain search options determing the amount of links offered Etc. umboldt-universität zu Berlin Kralisch & Berendt Future Research Future Research To which extent do culturally adapted search tools increase the user s satisfaction? umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt

5 Future Research To which extent do culturally adapted search tools increase the user s satisfaction? Is a new notion of culture needed in the field of CI? (including e.g. the profession/topic knowledge, native tongue, etc.) Thank you for your attention! kralisch@wiwi.hu-berlin.de umboldt-universität zu Berlin Kralisch & Berendt umboldt-universität zu Berlin Kralisch & Berendt