Understanding the cultural dimension on the Web homepage preferences and visual exploration

摘要

In an experimental study conducted with thirty-two French and Japanese users, we investigated the impact of culture (i.e., cultural cognitive style) on users' preferences and their visual exploration of homepages with two different designs: French-ness and Japan-ness design. Two main results have been obtained: (1) Even if homepages are culturally designed, preferences of the user is not related to this culture-centered design; (2) The visual exploration of homepages is subordinate to the culture of the user, i.e. is not really related to the design.