CULTURAL BASED ADAPTIVE WEB DESIGN FOR WELTEC PROBLEM
CULTURAL BASED ADAPTIVE WEB DESIGN FOR WELTEC
PROBLEM DESCRIPTION • Weltec website expose Weltec to local and global markets • The design of the website should accommodate users’ cultural preferences • Weltec will loose a potential candidates if website design is not reflecting the cross-cultural usability
JUSTIFICATION • Culturally adapted website results in greater ease of navigation and a more positive attitude towards the site • Web site shows respect for the students’ cultures will increase institutions profits and opportunities.
RESEARCH APPROACH Literature Review cultural dimensions in web design Data collection: Quantitative Survey among Students of Weltec Data analysis to find the value of cultural variables Evaluation of Weltec website and propose an approach for website cultural customization
Literature Review
Cultural Models David Victor Edward T Hall • • • • Language Environment & Technology Social Organization Contexting Authority Conception Non Verbal Behaviour Temporal Conception Speed of messages Context Space Time Information flow Action Chains Fons Trompenaars Greet Hofstede • • • Universalism Vs Particularism Neutral or Emotional Individualism Vs Collectivism Specific vs Diffuse Achievement Vs Ascription Time Environment Power Distance Masculinity vs Femininity Individualism Vs Collectivism Uncertainty Avoidance Time Orientation
Hofstede’s Cultural Dimensions
Power Distance Power distance (PD) refers to the extent to which less powerful members expect and accept unequal power distribution within a culture.
Individualism vs. Collectivism • Individualism in cultures implies everyone is expected to look after one's self. • Collectivism implies that people are integrated from birth into groups.
Masculinity vs. Femininity • Masculinity and femininity refer to gender roles, not physical characteristics.
Uncertainty Avoidance People vary in the extent that they feel anxiety about unknown matters.
Long- vs. Short-Term Time Orientation • Long term orientation stands for the fostering of virtues oriented towards future rewards and Short term orientation related to the past
Data Collection
Result of Survey SURVEY RESULTS 6 5 4 3 2 1 0 INDIA CHINA PHILIPPINES UA SRI LANKA COL ST MAS PD NEPAL MIDDLE EAST
Score Index for five dimensions Power Distance LOW Masculinity LOW Collectivism HIGH Uncertainty Avoidance HIGH Short Time Orientation HIGH
Evaluation of Weltec Website
Low Power Distance in weltec website Components of Cultural Factors Identified in Weltec Website Less structured access to information YES Less focus on authority YES Shallow hierarchies YES Photos of students YES Images of public spaces & everyday activities NO
No Public Images in Home page of website
Low Masculinity in Weltec website Components of Cultural Factors Identified in Weltec Website Vivid colours NO Presence of Female themed images NO
No Female theme pictures
High Uncertainty Avoidance in Weltec Website Components of Cultural Factors Identified in Weltec Website Simple, Clear, Prominent & limited choices YES Navigation Stated with strict rules YES Presence of Site Map NO Messages, Contents & visuals with direct meanings NO Presence of Search engine and Institutional Calendar YES
High Uncertainty Avoidance
No clear description about course
No direct meaning
High Collectivism For Weltec Website Components of Cultural Factors Identified in Weltec Website Images of Group learning activities NO Images of Group Achievements NO Images of Institutional Success YES
No Group Success Images or stories
No Group learning activities images
Short Term Orientation in Weltec Website Components of Cultural Factors Identified in Weltec Website Daily routine indicators of University NO Allow students to complete task quickly YES Daily Activities or current events of Weltec NO Presence of goals of weltec in webpage NO
Short Term : Goal of weltec
Current events or daily activities
Conclusion • The Weltec website interface is not completely Asian culture oriented • Weltec website designed according to Cultural factors will increase usability and attract more students to weltec. • If Weltec want to do more international business, then Weltec should consider culturability to achieve more desirable outcomes.
FUTURE WORK • Identify new cultural dimensions for Wen design. • Develop a new cultural-based adaptive Web design framework for Weltec and Whiteria.
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