Katleen schneider bachelor thesis 20130214
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Katleen schneider bachelor thesis 20130214

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Katleen schneider bachelor thesis 20130214 Katleen schneider bachelor thesis 20130214 Presentation Transcript

  • Cultural Issues On Website Design An Indian Perspective On E-Commerce by KATLEEN SCHNEIDER Oral Exam 14-February 2013
  • Outline1) Research Questions2) Methodology3) Results4) Limitations 2
  • 1) Research Questions 3 View slide
  • 1) Research Questions1. How might website design elements differ for a local versus a foreign designed websitewithin the same product concept (handmade products)?2. How do differences in web design between a given German and Indian websites affectthe user‘s satisfaction and experience of the given e-commerce websites?3. What are striking web design elements which affect the participating user’s perception? 4 View slide
  • 2) MethodologyHypotheses local website design preference over foreign website design1) information design (general layout, the layout of information and and the layout of product information)2) visual design (colors, graphics and logos)3) navigation design (ease of navigation)Experimental Design of Research: Website Information Design Visual Design Navigation DesignDaWanda.com ID 1 VD 1 ND 1Craftsvilla.com ID 2 VD 2 ND 2Positive Comments: ID 1 < ID 2 | VD 1 < VD 2 | ND 1 < ND 2Negative Comments: ID 1 > ID 2 | VD 1 > VD 2 | ND 1 > ND 2 5
  • Research MethodPhase 1: Introductory QuestionnairePhase 2: User Testing of the Two WebsitesPhase 3: Semi-Structured Interview 6
  • 3) Results - Phase 1 Data Participant 1 Participant 2 Participant 3 Participant Participant 4 5Age 29 30 21 31 15Gender female female female female femaleFirst Language English Hindi Bengali English HindiEducational Background Bachelor of Bachelor of Bachelor of MBA High School Business Technology Business Commerce AdministrationWhich state from India Maharashtra New Delhi Kolkata West Bengal New DelhiSince Internet usage 8 years 10 years 13 years 15 years 4 yearsWhen bought the first time? - 2006 2012 (10) 2007 2012 (09)What bought last time? - bus ticket book shoes bookWould you buy again at the - no yes yes yeswebsite you purchased last? 7
  • 3) Results - Phase 2 - Task 1Figure 1: Left side menu bar to select categories at Figure 2: Left side menu bar to select categories atDaWanda.com Craftsvilla.com 8
  • 3) Results - Phase 2 - Task 2Options to find a ring in the color red:1a) use of category listing on the left menu with the path: Jewellery - Ring1b) after clicking on the Ring category, narrow search with the color selection option on the left side menu (for both the websites)2) use of the search bar on the top center of the websites with the search request “red ring” 9
  • Time to search, select and chose a product for the two websites: Time for Task 2 Participant Options used DaWanda.com Craftsvilla.com 1 1a + (1b) 4 min. 2 min. 2 2 1 min. 30 sec. 30 sec. 3 2 1 min. 45 sec. 4 1a + 1b 1 min. 15 sec. 1 min. 5 1a + 1b 1 min 15 sec. 10
  • 3) Results - Phase 2 - Task 3 Figure 9: DaWanda.com Facebook icon on the bottom Figure 10: Crafsvilla.com Facebook icon on the right side bottom left side 11
  • 3) Results - Phase 3 - Information Design Question DaWanda.com Craftsvilla.com Comments + - + - 3 4 1 3 2 4 4 1 3 2 7 5 2 5 3Overall result 9 4 12
  • 3) Results - Phase 3 - Visual Design Question DaWanda.com Craftsvilla.com Comments + - + - 1 - - - 1 5 4 1 3 3 6 2 - - 1Overall result 5 -2 13
  • 3) Results - Phase 3 - Navigation Design Question DaWanda.com Craftsvilla.com Comments + - + - 4 4 1 3 2Overall result 3 1 14
  • 3) Results - Phase 3Number of Positive and Negative Comments made during the Interview Positive Comments Negative Comments DaWanda.com Craftsvilla.com 0 8 15 23 30 15
  • 3) ResultsExperimental Design of Research and Hypotheses: Website Information Design Visual Design Navigation DesignDaWanda.com ID 1 VD 1 ND 1Craftsvilla.com ID 2 VD 2 ND 2Positive Comments: ID 1 < ID 2 | VD 1 < VD 2 | ND 1 < ND 2Negative Comments: ID 1 > ID 2 | VD 1 > VD 2 | ND 1 > ND 2Results:Positive Comments: ID 1 > ID 2 | VD 1 > VD 2 | ND 1 > ND 2Negative Comments: ID 1 < ID 2 | VD 1 < VD 2 | ND 1 < ND 2 16
  • 3)Results - Website elements underlined by participants for 17
  • 3) Results: Recommendation concerning Website Design ElementsInformative Design: Language - applied vocabulary (example of “writing utensils”)Navigation Design: Simplification and intuitive navigation (example of “color selection option” and “Facebook icon”)Visual Design: Use of colors for symbols (example of Facebook), right balance of colors and font size, outstanding logo ➡ Localization in terms of the accommodation of objective cultural website elements (language, currency format, date and time format, symbols) 18
  • 4) Limitations• no verification of the cultural influence on website design ➡ user testing as a qualitative method to detect usability problems ➡ preferences of selected participants rather than cultural influence• qualitative method with quantitative data analysis ➡ better: specific website design elements under investigation (e.g. language, colors) ➡ make us of usability test in the area of buying behavior• no evidence for the cultural differentiated profiles of the two e-commerce websites ➡ heuristic evaluation of the websites necessary ➡ poor example of selected Indian e-commerce website 19
  • 20
  • References Images:page 3: [all accessed 12 February 2013]‘Culture’ taken from http://keychangenow.com/2012/07/awareness-vs-implementation-new-organizational-culture/‘Websites’ taken from: http://www.wisegeek.org/how-do-i-create-my-own-website.htm‘Europe’ image taken from: http://europatientrights.eu‘Asia’ image taken from: http://en.wikipedia.org/wiki/File:Asia_(orthographic_projection).svgImages related to DaWanda.com and Craftsvilla.com taken from either http://en.DaWanda.comor http://Craftsvilla.com [accessed 5 February 2013] 21