CULTURABILITY: L’INFLUENZA DEI FATTORI CULTURALI NELL’USABILITÀ DEL WEB UNIVERSITÀ DEGLI STUDI DI PAVIA FACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA, INGEGNERIA, ECONOMIA CORSO DI LAUREA SPECIALISTICA INTERFACOLTÀ IN EDITORIA E COMUNICAZIONE MULTIMEDIALE ANNO ACCADEMICO 2010/2011 RELATORE: PROF. MARCO PORTA CORRELATORE: PROF. MASSIMO CELLARIO TESI DI LAUREA DI ARIANNA RICOTTI
30
Embed
CULTURABILITY: LINFLUENZA DEI FATTORI CULTURALI NELLUSABILITÀ DEL WEB U NIVERSITÀ DEGLI S TUDI DI P AVIA F ACOLTÀ DI L ETTERE E FILOSOFIA, S CIENZE POLITICHE,
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
CULTURABILITY:
L’INFLUENZA DEI FATTORI CULTURALI
NELL’USABILITÀ DEL WEB
UNIVERSITÀ DEGLI STUDI DI PAVIA
FACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA,
INGEGNERIA, ECONOMIA
CORSO DI LAUREA SPECIALISTICA INTERFACOLTÀ IN
EDITORIA E COMUNICAZIONE MULTIMEDIALE
ANNO ACCADEMICO 2010/2011
RELATORE: PROF. MARCO PORTA
CORRELATORE: PROF. MASSIMO CELLARIO
TESI DI LAUREA DI
ARIANNA RICOTTI
Usability
“… the extent to which a product can be used by specified users to
achieve specified goals with effectiveness (task completion by users),
efficiency (task in time) and satisfaction (responded by user in term of
experience) in a specified context of use (users, tasks, equipments and
environments)”
(ISO 9241-11)
16/4/2012
2
Arianna Ricotti
Usability
“Web Usability is the art of creating a website where people move at
ease and effortlessly find what they need. Web usability is clarity,
speed, ability to communicate and provoke a response”
(Jakob Nielsen)
16/4/2012
3
Arianna Ricotti
Culturability
Culturability = culture + usability
(Barber & Badre)
16/4/2012
4
Arianna Ricotti
Definitions of Culture
“Culture is the collective programming of the mind which distinguishes
the members of one group or category of people from another”
(Geert Hofstede)
“Culture is the software of the mind”
(Geert Hofstede)
16/4/2012
5
Arianna Ricotti
Geert Hofstede: the five cultural dimensions
Individualism vs. Collectivism (IDV)
Masculinity vs. Femininity (MAS)
Power Distance (PDI)
Uncertainty Avoidance (UAI)
Long-term vs. short-term orientation (LTO)
16/4/2012Arianna Ricotti
6
Case studies: Pepsi and Coca-Cola
Individualism vs. Collectivism (IDV)
The presence of people or groups and their relationship with the
represented product
o High IDV = individualism: few or no person in the websites
o Low IDV = collectivism: the presence of a greater number of
people represented in the websites
16/4/2012
7
Arianna Ricotti
Pepsi USA - IDV: 91 Coca-Cola USA - IDV: 91
Case studies: Pepsi and Coca-Cola
16/4/2012
8
Arianna Ricotti
Pepsi China - IDV: 20 Coca-Cola China - IDV: 20
Case studies: Pepsi and Coca-Cola
16/4/2012
9
Arianna Ricotti
Case studies: Pepsi and Coca-Cola
Masculinity vs. Femininity (MAS)
The presence of people according to gender differences
o High MAS = masculinity culture: only males depicted in
websites
o Low MAS = femininity culture: only females or people of both
genders depicted in websites
16/4/2012
10
Arianna Ricotti
Pepsi Japan - MAS: 95 Coca-Cola Japan - MAS: 95
Case studies: Pepsi and Coca-Cola
16/4/2012
11
Arianna Ricotti
Pepsi Sweden - MAS: 5 Coca-Cola Sweden - MAS: 5
Case studies: Pepsi and Coca-Cola
16/4/2012
12
Arianna Ricotti
Case studies: Pepsi and Coca-Cola
Power Distance (PDI)
Age differences
o High PDI: adult or older people represented in websites