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Cultural Responses to Communication Technology: An Experiment of Interactive and Graphic Features of Organizational Home Pages

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Abstract:

This paper examines the effectiveness of home pages to discover which design features of organizational home pages are more attractive to users of different cultures by employing two theories that were developed for studying different aspects and contexts of personality: self-construal and the social responses to communication technology (SRCT). The results of the experiment showed that the independent self-construal group tended to rate low graphic web sites more positively than the interdependent self-construal group, and it took less time to complete tasks in low graphic web sites than in high graphic web sites. However, even though the independent self-construal group was more likely to evaluate high interactive web sites favorably than the interdependent self-construal group, evidence that the independent self-construal group would be more competent in completing tasks in high interactive web sties than the interdependent self-construal group was not found. Although some findings have shown that traditional cross-cultural differences are still valid in distinguishing between different perceptions and behaviors online, others were interpreted as indigenous social issues and the technical progression of the Internet.

Most Common Document Word Stems:

self (241), construal (220), interact (210), self-constru (206), site (179), graphic (148), web (142), comput (105), interdepend (104), independ (104), group (97), high (95), effect (91), low (84), particip (69), differ (59), task (59), complet (53), cultur (53), user (53), two (50),

Author's Keywords:

Self-Construal, Social Response to Communication Technology, Intercultural Communication
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Kim, Heeman. "Cultural Responses to Communication Technology: An Experiment of Interactive and Graphic Features of Organizational Home Pages" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, <Not Available>. 2009-05-25 <http://www.allacademic.com/meta/p91135_index.html>

APA Citation:

Kim, H. "Cultural Responses to Communication Technology: An Experiment of Interactive and Graphic Features of Organizational Home Pages" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <PDF>. 2009-05-25 from http://www.allacademic.com/meta/p91135_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This paper examines the effectiveness of home pages to discover which design features of organizational home pages are more attractive to users of different cultures by employing two theories that were developed for studying different aspects and contexts of personality: self-construal and the social responses to communication technology (SRCT). The results of the experiment showed that the independent self-construal group tended to rate low graphic web sites more positively than the interdependent self-construal group, and it took less time to complete tasks in low graphic web sites than in high graphic web sites. However, even though the independent self-construal group was more likely to evaluate high interactive web sites favorably than the interdependent self-construal group, evidence that the independent self-construal group would be more competent in completing tasks in high interactive web sties than the interdependent self-construal group was not found. Although some findings have shown that traditional cross-cultural differences are still valid in distinguishing between different perceptions and behaviors online, others were interpreted as indigenous social issues and the technical progression of the Internet.

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Document Type: PDF
Page count: 39
Word count: 11482
Text sample:
Cultural Responses to Communication Technology: An Experiment of Interactive and Graphic Features of Organizational Home Pages People use the Internet not only as a new communication vehicle (Ferguson & Perse 2000; Papacharissi & Rubin 2000) but also as a marketing advertising and trading channel (Lynch Kent & Srinivasan 2001) on an international scale. Considering this increasing utility the importance of the World Wide Web cannot be overlooked across cultures. Because culture is obviously acknowledged as an important factor in
Low Graphicness Graphicness Computer as Medium Computer as Source 38 Figure 5. Interaction Effect of Self-Construal and the Perception of the Computer on Time Spent 240 230 Time spent (sec.) 220 210 200 190 Computer as Source Computer as Medium Interdependent Self-construal Independent Self-construal 39


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