Cultural Divergence in Website Interaction Spanish vs. English

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Abstract

Our perception of the world around us is based on our knowledge and experiences. Web design has used this concept to improve websites by matching expectations derived from the knowledge and experience to design concepts. Understanding the role culture plays in perception of websites needs to be better understood. This paper uses eye-tracking gaze patterns (ETMAP) in conjunction with a cultural identification survey (ARSMA-II) to explore divergences between American and Latino-Americans. Our results suggest a relationship between sequential reading and scanning behaviors with acculturation scores. While these results demonstrate that the methodology has potential, the findings need to be confirmed in future studies.