Social and Behavioral Sciences Commons^™

Cross-Cultural Comparative Study Of Users’ Perception Of The Navigation Organization Of An E-Commerce Web Application, Tetiana A. Bilyayeva

UNF Graduate Theses and Dissertations

The object of this study was to assess the influence of native language, as a principal cultural characteristic, one users’ behavior when using a web-based e-commerce application. The study expands on previous research by comparing English and Russian users. The research also considered demographic data to assess additional factors that influence behavior and task performance. The research design encompassed an online shopping application with two different navigation menus. One menu was based on the action-object model and the other was based on the object-action model. The user interface was created in two different languages (Russian and …