Cross-Cultural Perspective of E-Commerce Website Usability Requirements: Through the Lens of Individual’s Perception

  • Jay Jung
  • Jae Min Jung
  • Sonya Zhang
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 738)


Although website usability is one of the prominent factors that determine the success of web-based businesses, extant research on website usability does not focus on the diversity of the users who actually use the website. Drawing on Hofstede’s cultural values and Nisbett’s cognitive style framework, this study proposes that individuals perceive website usability differently. The results from our online survey suggest that users who are more exposed to Western culture are more responsive to personalized and customizable features in B2C fashion websites, since their level of individualism is strongly associated with all aspects of the MUG usability requirements.


Cross-cultural usability and user experience E-commerce personalization Microsoft usability guidelines 


  1. 1.
    C. Downing, C. Liu, Does web site usability correlate with web site usage? JITIM 18(3/4), 443–454 (2009)Google Scholar
  2. 2.
    Y. Lee, A.K. Kozar, Understanding of website usability-specifying and measuring constructs and their relationships. Decis. Support. Syst. 52, 450–463 (2012)CrossRefGoogle Scholar
  3. 3.
    J. Karat, User-centered software evaluation methodologies, in Handbook of Human-Computer Interaction. ed. by M. Helander, T.K. Landauer, P. Prabhu, (Elsevier, Amsterdam, 1997), pp. 689–704Google Scholar
  4. 4.
    R. Agarwal, V. Venkatesh, Assessing a firm’s web presence—a heuristic evaluation procedure for the measurement of usability. Inf. Syst. Res. 13(2), 168–186 (2002)CrossRefGoogle Scholar
  5. 5.
    R. Agarwal, V. Venkatesh, Turning visitor into customers—a usability-centric perspective on purchase behavior in electronic channels. Manag. Sci. 52(3), 367–382 (2006)CrossRefGoogle Scholar
  6. 6.
    Z. Ishak, A. Jaafar, A. Ahmad, Interface design for cultural differences. Soc. Behav. Sci. 65(3), 793–801 (2012)CrossRefGoogle Scholar
  7. 7.
    A. Faiola, S.A. Matei, Cultural cognitive style and web design: beyond a behavioral inquiry into computer-mediated communication. J. Comput.-Mediat. Commun. 11(1), 375–394 (2005)CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Department of Computer Information SystemsCalifornia State Polytechnic UniversityPomonaUSA
  2. 2.Department of International Business and MarketingCalifornia State Polytechnic UniversityPomonaUSA

Personalised recommendations