University of Twente Student Theses
The Impact of Saturation on Usability and UX for West-Europeans and Asians : A cross-cultural study with tasks, interviews and eye tracking
Ven, B.A.A. van de (2022) The Impact of Saturation on Usability and UX for West-Europeans and Asians : A cross-cultural study with tasks, interviews and eye tracking.
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| Abstract: | Nowadays, the Web is an essential part of many people’s lives, and it became apparent that the emergence of the Web resulted in the need for web localization. This means that a website should be adapted to the needs and wants of a specific culture. Until now, little research on the influence of web design factors is done with cultural groups or countries localized close to each other, but rather with specific nationalities. Additionally, little research is performed on the effects of saturation on usability and user experience. Hence, the aim of this study was to find the differences in usability and user experience between Asian and West-European users on websites that differ in saturation of colour. This was examined by a cross-cultural task-based study, including interviews and the use of an eye tracker. The sample consisted of 10 West-European and 10 Asian participants, and the test was performed on self-made university websites which differed solely in saturation of the colour blue. The results of this study showed that there is no effect of saturation on usability and user experience. However, the results did suggest there is a positive relationship between perceived navigation on the perceived easiness of a task for both cultures. Additionally, it was found that, for Asian participants, colour, visual design and layout style might influence the preference for a website, as well as the usability of it in a positive way. These results show that it is not necessary to adapt an information provision website according to different cultures with regards to the saturation of colour. Still, this study shed light on multiple other findings, which can be further investigated in future research. Therefore, this research suggests that it is important for a web designer to take colour, visual design, navigation style and layout into account when designing a website, especially for Asian participants. Furthermore, when considering localizing an information provision website, the saturation of colours does not necessarily have to be taken into account. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/91359 |
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