The Effects of Culture on Users’ Perception of a Webpage: A Comparative Study of the Cognitive Styles of Chinese, Koreans, and Americans

Abstract

This study aims to reveal the relationship between cognitive style and Webpage perception. In particular, Webpage perceptions of people with different cognitive styles are compared. Based on Nisbett’s cognitive model on holistic and analytic thought, this study hypothesizes that differences between holistic thought and analytic thought can be reflected in Webpage perception. An experiment was then carried out involving American, Chinese, and Korean participants. The users’ eye movements, which can provide specific information about their cognitive processes, were recorded while browsing different language versions of Webpage prototypes. In the end, the hypotheses of this study were supported. Findings from the analysis suggested that the Chinese, Koreans, and American participants employed different viewing patterns on the Webpage, revealing a positive relationship with Nisbett’s cognitive theory. Given that cognitive differences exist among holistically minded people and analytically minded people, it is suggested that Webpage design should be carried out according to the target audiences’ specific cognitive style to enhance the perception and usage of the Webpage.