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Research into Design for a Connected World pp 653–664Cite as

A Dimensional Analysis Across India to Study How National Cultural Diversity Affects Website Designs

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Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 135))

Abstract

Role of culture in design of artifacts is a well-recognized concept in literature. Several attempts to measure cultural differences at behavioral and artifactual levels have been reported. Isolated attempts to relate differences in designs to cultural differences have also been discussed both in the context of interaction design and other artifacts. However, most of the studies on influence of cultural differences on designed interactions have been focused on national cultures. This paper reports identification of different cultural zones within India, a country known for its cultural diversity and then relates the differences found in websites of those zones with the findings. Three zones within India were identified based on the literature and total of 340 participants from the identified zones were surveyed using the Value Survey Module 2013. The findings were correlated with total of 12-zone specific websites. The results showed that within India as a national culture there are distinct subcultural zones and they are significantly represented in design elements of interactive websites. Findings of this study can be used by interaction design community to develop culturally sensitive websites and develop better user experiences for localized design services within India.

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Authors and Affiliations

  1. Department of Design, Indian Institute of Technology Delhi, New Delhi, India

    Surbhi Pratap & Jyoti Kumar

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  1. Surbhi Pratap
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  2. Jyoti Kumar
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Correspondence to Surbhi Pratap .

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Editors and Affiliations

  1. Centre for Product Design and Manufacturing, Indian Institute of Science Bangalore, Bangalore, India

    Amaresh Chakrabarti

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Pratap, S., Kumar, J. (2019). A Dimensional Analysis Across India to Study How National Cultural Diversity Affects Website Designs. In: Chakrabarti, A. (eds) Research into Design for a Connected World. Smart Innovation, Systems and Technologies, vol 135. Springer, Singapore. https://doi.org/10.1007/978-981-13-5977-4_55

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  • DOI: https://doi.org/10.1007/978-981-13-5977-4_55

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-13-5976-7

  • Online ISBN: 978-981-13-5977-4

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