Science and Technology Studies Commons^™

Differences In Cultural Perception In Websites, Andrew Allen

Open Access Theses

The goal of this research was to determine what elements of websites are tied to the value of individualism and collectivism when viewed by two different national cultures. The research determined whether two participant groups (United States or Chinese) looked at the same or different website elements when experiencing the website. The Website Experience Analysis protocol was used to create a questionnaire that the students filled out as they experienced the website, allowing the researcher to determine what elements of the website they were experiencing when focusing on a particular cultural or organization-public relation value. This research found that culture …