eCulture: examining and quantifying cultural differences in user acceptance between Chinese and British web site users

A thesis submitted for the degree of Doctor of Philosophy of the University of LutonThe World Wide Web (WWW) has become an important medium for communicating between people all over the world. It is regarded as a global system and is associated with a wide user and social system diversity. The effects of differing user-groups and their associated cultures on user acceptance of web sites can be significant, and as a result understanding the behaviour of web users in various cultures is becoming a significant concern. The eCulture research project is based on previous classical theories and research in culture. It applies a factorial experimental design strategy (the Taguchi method) in crosscultural usability / acceptability, together with other approaches such as semiotic analysis and card sorting. Two types of analysis, both top-down and bottom-up have been implemented to investigate differences in web site usability and acceptability between users from Mainland China and the United Kingdom. Based on experiments on web sites investigating the relationship between cultural issues and usability lacceptability aspects between Chinese and British web users, several issues, such as cultural factors, cognitive abilities, social semiotic differences and other issues have emerged. One of the goals has been to develop 'cultural fingerprints' for both web sites and users in different cultures. By comparing cultural and site fingerprints, usability and acceptability of web sites can be diagrammatically matched to the target culture. Experiments investigating qualitative factors and quantitative data collection and analysis based on the Taguchi method has led to the successful development of two versions of 'cultural fingerprint' for both web sites and target cultures in the UK and China. It has been possible to relate these studies to a wider body of knowledge, and to suggest ways in which the work may be extended in the future

Cultural effect on electronic consumer behaviour: the effect of uncertainty avoidance on online trust for the Egyptian Internet users

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The ubiquitous nature of e-commerce demands an innovative conceptualization of consumer behaviour that responds to various cultural preferences. Culture has been identified as an underlying determinant of consumer behaviour, and this extends to ecommerce. This research investigates this phenomenon for the Egyptian consumer. This research designed a plausible, integrated framework for investigating the target phenomenon, especially for un-explored cultures. To help to identify salient components of the phenomenon, a three-study exploratory phase, that included: interviews, a survey, and card sorting sessions, was undertaken. The exploratory results highlighted the roles of trust, uncertainty avoidance, Internet store familiarity, and reputation as the main salient factors affecting the perception of the targeted group toward e-commerce. The research hypotheses were then developed based on the exploratory results. Finally, a model testing phase to empirically assess the research hypotheses through a laboratory experiential survey with 370 Egyptian Internet users was undertaken. The experiential survey results support the significant role of the Internet store’s perceived familiarity and reputation as the main antecedents of online trust. The relationship between trust and its two antecedents are found to be culturally sensitive; the high uncertainty avoidance of the consumer is found to be associated with a stronger effect of the store’s reputation on trust, and a stronger effect of store’s familiarity on trust. The research also highlights the significant effect of trust on the attitude towards and the willingness to buy from an e-commerce site. This research, by providing an understanding of the cultural drivers of e-commerce, contributes to building a theory of consumer’s cultural trust within an Internet store context. The research reports on the development of an integrated cultural trust model that highlights recommendations for expanding the adoption of e-commerce. The systematic research framework, introduced by this research, can be a robust starting point for further related work in this area

Exploring usability evaluation of localised software in Malaysia

This thesis postulates the theory that software usability evaluation should be adapted to the culture in which it is carried out. An experiment has been conducted to explore the effectiveness of usability assessment tools (UATs). These UATs are studied in the context of usability evaluation phase of the global software development life-cycle. In particular, the study investigates whether imported UATs were appropriate in the usability evaluation of a localised spreadsheet in Malaysia. The experiment reveals that there is some support for the thesis and recommends a further large-scale formal study

Cultural effect on electronic consumer behaviour

The ubiquitous nature of e-commerce demands an innovative conceptualization of consumer behaviour that responds to various cultural preferences. Culture has been identified as an underlying determinant of consumer behaviour, and this extends to ecommerce. This research investigates this phenomenon for the Egyptian consumer. This research designed a plausible, integrated framework for investigating the target phenomenon, especially for un-explored cultures. To help to identify salient components of the phenomenon, a three-study exploratory phase, that included: interviews, a survey, and card sorting sessions, was undertaken. The exploratory results highlighted the roles of trust, uncertainty avoidance, Internet store familiarity, and reputation as the main salient factors affecting the perception of the targeted group toward e-commerce. The research hypotheses were then developed based on the exploratory results. Finally, a model testing phase to empirically assess the research hypotheses through a laboratory experiential survey with 370 Egyptian Internet users was undertaken. The experiential survey results support the significant role of the Internet store’s perceived familiarity and reputation as the main antecedents of online trust. The relationship between trust and its two antecedents are found to be culturally sensitive; the high uncertainty avoidance of the consumer is found to be associated with a stronger effect of the store’s reputation on trust, and a stronger effect of store’s familiarity on trust. The research also highlights the significant effect of trust on the attitude towards and the willingness to buy from an e-commerce site. This research, by providing an understanding of the cultural drivers of e-commerce, contributes to building a theory of consumer’s cultural trust within an Internet store context. The research reports on the development of an integrated cultural trust model that highlights recommendations for expanding the adoption of e-commerce. The systematic research framework, introduced by this research, can be a robust starting point for further related work in this area.EThOS - Electronic Theses Online ServiceGBUnited Kingdo

Culture, demography and individuals' technology acceptance behaviour: A PLS based structural evaluation of an extended model of technology acceptance in South-Asian country context

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The models that predict the factors of individuals’ acceptance behaviour are predominantly based on a technology acceptance model (TAM) or the TAM’s conceptualisation. Although the TAM has a parsimonious structure and good explanatory power across the time, population and context, it is still criticised by a number of researchers. Categorically, it is criticised due to: inherent ‘cultural bias’ that limits its generalisability across cultures (national to organisational level); its underlying conceptualisation of predicting acceptance behaviour solely based on an ‘individual-based reactions’ that limits its applicability over the group’s effect (normative and social influence); and finally, due to its presupposition to examine the effect of ‘external variables’ through the only mediation effect of beliefs’ perceived ease of use (PEOU) and perceived usefulness (PU) that limits its ability to be extended beyond its boundaries by adding further factors directly or indirectly affecting intention behaviour (BI). To overcome mentioned limitations, an extended technology acceptance model to suit a developing country context is presented. The model attempted to delineate the direct relationship between behavioural beliefs, normative and control beliefs, management support beliefs, and task-specific beliefs towards acceptance intention and usage. In addition, the model examined the overlooked moderating impact of demographic and situational variables (age, gender, organisational type, academic position, educational level, experience usage and voluntariness) and cultural dimensions (masculinity-femininity, individualism-collectivism, power distance, and uncertainty avoidance) on indirect relations predicting acceptance behaviour. This study used a quantitative methodology to investigate the correlational paths. Using a cross-sectional survey method, data was collected from 504 academics working in 25 public and private higher educational institutions in Pakistan. Overall response rate was 53.9% (i.e. 504 out of 935). After data-screening, the final model was tested with 380 subjects. Hypothetical relationships were examined using structural equation modelling (SEM) based on the partial least squares (PLS) at the first stage, and with analysis of moment structures (AMOS) at the second stage. The indirect exploratory effect of the moderators was examined using multi-group analysis (MGA) method. The study findings indicate that the extended model achieved an acceptable fit with the data and most of the hypothetical paths were significant. Specifically, in the direct relationships, out of 20 paths representing 12 hypotheses, 11 were supported leaving 9 as unsupported. The highest variance explained by the independent variables towards dependent variables was quite similar in PU and BI (R2=26% in both using PLS; R2=34% in BI and 33% in PU using AMOS). The highest significant path was perception of usefulness, followed by academic tasks and resource facilitations towards intention; and perception of ease of use, subjective norms, and institute support towards perception of usefulness. The findings of moderating factors i.e., demographics revealed that subjects younger in age, female in gender and bachelor degree in education were influenced by the perception of ease of use, and normative beliefs; control beliefs were influenced by the organisation being private; management support at institute level was more influential in private organisations with mandatory settings; and the effect of perception of usefulness and normative beliefs was decreased with the increased experience. From the cultural perspective, the highly sensitive path was between normative beliefs and the perception of usefulness, so that the effect was stronger for subjects who were feminine in nature, collectivist in society, and high on power distance. Demographic factor academic-position and cultural dimension uncertainty avoidance did not produce any moderation effect. Finally, based on the findings, limitations and implications for theory and practices are devised.University of Sindh Jamshor