An Investigation on Online Shopping Behaviors in the Singles Day

Li, Cui; Zhang, Chunyu; Wang, Kang

doi:10.1145/3134271.3134278

Cited by 1 publication

(4 citation statements)

References 16 publications

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“…Although we did not specifically study the cultural differences in design preferences of interfaces like in [7], [38], [44], [45], we did not find differences between countries for this comment having 6 Chinese, 5 Indians, and 5 Nigerians mentioning this aspect. These insights could suggest that the website is not enough as user-friendly as the designers of the website from IRCC might think.…”

Section: Ircc's Website's Usabilitymentioning

confidence: 85%

“…Because our objective was to study cultural and linguistic dimensions, we did not consider comparing our results between other socio-demographic variables such as the gender identities of our participants. We acknowledge these elements could have influenced the results [38]. Moreover, as mentioned in our review of literature, we did not study the dimension of Masculinity since gender studies contradict his work [41].…”

Section: Study Limitationsmentioning

confidence: 97%

“…Furthermore, prior works have demonstrated that answers from participants can differ depending on their gender [38]. Although this was not evaluated in a usability testing context, Zhang et al [38] observed that online shopping behaviour differ depending on the gender of the participant. For instance, they found that males were searching more for convenience and looked more carefully at the products than females.…”

Section: Socio-demographic Biasmentioning

confidence: 99%

“…It is unclear how many participants from different cultural and linguistic backgrounds would make the perfect sample, since our results show that our Indian participants differed more from our Chinese and Nigerian participants in terms of answer tendencies. In the same way researchers try to recruit the same number of males and females [38] or from different groups of age [30], we suggest to recruit participants from different cultural and linguistic backgrounds.…”

Section: Recommendationsmentioning

confidence: 99%

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Cultural and Linguistic Variables in Usability Testing

Ouellet¹

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Canada is a country where more than 1 in 5 are immigrants. While industries and public services in the country interact with a diversity of users, it is unclear if the cultural and linguistic background of their users can influence their perceived usability. We conducted a usability test of the website of Immigration, Refugee and Citizenship Canada to explore cultural and linguistic variables during usability testing, by using cultural dimensions, global English proficiency index and personality test. Our results show that the dimensions of Individualism, Time orientation, Power distance, and Uncertainty avoidance do influence participants' answers. We found that Indian participants were more comfortable with the website's English level while Chinese and Nigerians criticized it more. This thesis concludes that to assure the consistency, reliability and reproducibility of research results and protocols, researchers should recruit participants from multiple cultural and linguistic backgrounds to gather a general ideation of the usability. Since this thesis revolves around cultural and linguistic variables, I decided to thank the people who supported me during the past two years in their first language. J'aimerais avant tout remercier ma superviseure de thèse Dr. Audrey Girouard pour sa patience, sa disponibilité et surtout ses judicieux conseils, qui ont contribué à alimenter ma réflexion. Merci de m'avoir donné l'opportunité de m'introduire dans un milieu qui était tout nouveau pour moi il y a deux ans et de partager tes connaissances et savoir dans le domaine. I would also like to thank everyone I worked with at the Creative Interactions Lab. Thank you for listening, offering me advice, and supporting me through this entire process. You made this experience much more enjoyable than it would've been working alone.

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Section: Ircc's Website's Usabilitymentioning

confidence: 85%

Section: Study Limitationsmentioning

confidence: 97%