University of Twente Student Theses


The Effect of Cultural Difference on the Perception of Online Ordering Website Design

Xu, Tingting (2016) The Effect of Cultural Difference on the Perception of Online Ordering Website Design.

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Abstract:Online food ordering business is heating up in China and Western Europe. Many companies, like NL-based, DE-based delivery hero, UK-based Just Eat, CN-based, which are specialized in online food ordering and home delivery, raised millions of dollars to develop their online ordering business. The usability of online ordering website has a critical effect on how smooth users communicate through the website, thus influencing the online ordering business. A 2*2 experiment was conducted to investigate how cultural differences between China and Western European Countries influence the perception of design of websites for online food ordering. We hypothesized that in this study, Western European students emphasize classical usability criteria and rated Western European version of website higher, and Chinese students emphasize additional user experience criteria rated Chinese version of website higher. The results showed that both Western European participants and Chinese participants preferred the website with Western European characteristics. In addition, Chinese students tended to be more critical of both websites than western European participants. Chinese participants commented more about visual appearance and they wanted more information like daily recommendation, while Western European participants cared more about the fundamental functions and information.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:02 science and culture in general, 05 communication studies, 54 computer science, 70 social sciences in general
Programme:Communication Studies MSc (60713)
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