A new model for cross-cultural web design

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.People from different cultures use web interface in different ways, expect different visual representation, navigation, interaction, mental model, and layouts etc., and have different communication patterns and expectation. In the context of globalisation, web localisation becomes a powerful strategy to acquire an audience in a global market. Therefore, web developers and designers have to make adaptations to fit the needs of people from different cultures, and the way cultural factors are integrated into web interface design needs to be improved. Most previous research lacks an appropriate way to apply cultural factors into web development. No empirical study of the web interface has been carried out to support the cross-cultural web design model. It is noted that no single model can support all cross-cultural web communication but a new model is needed to bridge the gap and improve the limitations. Thus the research aim was to build a new model of cross-cultural web design to contribute to effective communication. Following an extensive literature review, a local web audit was conducted, then a series of experiments with users to gather and evaluate data and build and validate the new model. A new model, based on a study of British and Taiwanese users, was formulated and validated demonstrating that content and message remain the core of web design but the performance of the selected users is influenced by the cultural dimension and cultural preferences and this, in turn impacts on the effectiveness of the web communication. For the British user sample, ease of using the website was seen to be strongly related to desirability. Taiwanese users showed preference for visual pleasure but no relationship between efficient performance and desirability. The resultant model contributes to the knowledge of how to design effective web interfaces for British and Taiwanese cultures and is replicable for the purpose of comparing approaches to designing for other cultures

Motivation Modelling and Computation for Personalised Learning of People with Dyslexia

The increasing development of e-learning systems in recent decades has benefited ubiquitous computing and education by providing freedom of choice to satisfy various needs and preferences about learning places and paces. Automatic recognition of learners’ states is necessary for personalised services or intervention to be provided in e-learning environments. In current literature, assessment of learners’ motivation for personalised learning based on the motivational states is lacking. An effective learning environment needs to address learners’ motivational needs, particularly, for those with dyslexia. Dyslexia or other learning difficulties can cause young people not to engage fully with the education system or to drop out due to complex reasons: in addition to the learning difficulties related to reading, writing or spelling, psychological difficulties are more likely to be ignored such as lower academic self-worth and lack of learning motivation caused by the unavoidable learning difficulties. Associated with both cognitive processes and emotional states, motivation is a multi-facet concept that consequences in the continued intention to use an e-learning system and thus a better chance of learning effectiveness and success. It consists of factors from intrinsic motivation driven by learners’ inner feeling of interest or challenges and those from extrinsic motivation associated with external reward or compliments. These factors represent learners’ various motivational needs; thus, understanding this requires a multidisciplinary approach. Combining different perspectives of knowledge on psychological theories and technology acceptance models with the empirical findings from a qualitative study with dyslexic students conducted in the present research project, motivation modelling for people with dyslexia using a hybrid approach is the main focus of this thesis. Specifically, in addition to the contribution to the qualitative conceptual motivation model and ontology-based computational model that formally expresses the motivational factors affecting users’ continued intention to use e-learning systems, this thesis also conceives a quantitative approach to motivation modelling. A multi-item motivation questionnaire is designed and employed in a quantitative study with dyslexic students, and structural equation modelling techniques are used to quantify the influences of the motivational factors on continued use intention and their interrelationships in the model. In addition to the traditional approach to motivation computation that relies on learners’ self-reported data, this thesis also employs dynamic sensor data and develops classification models using logistic regression for real-time assessment of motivational states. The rule-based reasoning mechanism for personalising motivational strategies and a framework of motivationally personalised e-learning systems are introduced to apply the research findings to e-learning systems in real-world scenarios. The motivation model, sensor-based computation and rule-based personalisation have been applied to a practical scenario with an essential part incorporated in the prototype of a gaze-based learning application that can output personalised motivational strategies during the learning process according to the real-time assessment of learners’ motivational states based on both the eye-tracking data in addition to users’ self-reported data. Evaluation results have indicated the advantage of the application implemented compared to the traditional one without incorporating the present research findings for monitoring learners’ motivation states with gaze data and generating personalised feedback. In summary, the present research project has: 1) developed a conceptual motivation model for students with dyslexia defining the motivational factors that influence their continued intention to use e-learning systems based on both a qualitative empirical study and prior research and theories; 2) developed an ontology-based motivation model in which user profiles, factors in the motivation model and personalisation options are structured as a hierarchy of classes; 3) designed a multi-item questionnaire, conducted a quantitative empirical study, used structural equation modelling to further explore and confirm the quantified impacts of motivational factors on continued use intention and the quantified relationships between the factors; 4) conducted an experiment to exploit sensors for motivation computation, and developed classification models for real-time assessment of the motivational states pertaining to each factor in the motivation model based on empirical sensor data including eye gaze data and EEG data; 5) proposed a sensor-based motivation assessment system architecture with emphasis on the use of ontologies for a computational representation of the sensor features used for motivation assessment in addition to the representation of the motivation model, and described the semantic rule-based personalisation of motivational strategies; 6) proposed a framework of motivationally personalised e-learning systems based on the present research, with the prototype of a gaze-based learning application designed, implemented and evaluated to guide future work

An investigation of fast and slow mapping

Children learn words astonishingly skilfully. Even infants can reliably “fast map” novel category labels to their referents without feedback or supervision (Carey & Bartlett, 1978; Houston-Price, Plunkett, & Harris, 2005). Using both empirical and neural network modelling methods this thesis presents an examination of both the fast and slow mapping phases of children's early word learning in the context of object and action categorisation. A series of empirical experiments investigates the relationship between within-category perceptual variability on two-year-old children’s ability to learn labels for novel categories of objects and actions. Results demonstrate that variability profoundly affects both noun and verb learning. A review paper situates empirical word learning research in the context of recent advances in the application of computational models to developmental research. Data from the noun experiments are then simulated using a Dynamic Neural Field (DNF) model (see Spencer & Schöner, 2009), suggesting that children’s early object categories can emerge dynamically from simple label-referent associations strengthened over time. Novel predictions generated by the model are replicated empirically, providing proofof- concept for the use of DNF models in simulations of word learning, as well emphasising the strong featural basis of early categorisation. The noun data are further explored using a connectionist architecture (Morse, de Greef, Belpaeme & Cangelosi, 2010) in a robotic system, providing the groundwork for future research in cognitive robotics. The implications of these different approaches to cognitive modelling are discussed, situating the current work firmly in the dynamic systems tradition whilst emphasising the value of interdisciplinary research in motivating novel research paradigms