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A Dimensional Analysis Across India to Study How National Cultural Diversity Affects Website Designs

  • Surbhi PratapEmail author
  • Jyoti Kumar
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 135)

Abstract

Role of culture in design of artifacts is a well-recognized concept in literature. Several attempts to measure cultural differences at behavioral and artifactual levels have been reported. Isolated attempts to relate differences in designs to cultural differences have also been discussed both in the context of interaction design and other artifacts. However, most of the studies on influence of cultural differences on designed interactions have been focused on national cultures. This paper reports identification of different cultural zones within India, a country known for its cultural diversity and then relates the differences found in websites of those zones with the findings. Three zones within India were identified based on the literature and total of 340 participants from the identified zones were surveyed using the Value Survey Module 2013. The findings were correlated with total of 12-zone specific websites. The results showed that within India as a national culture there are distinct subcultural zones and they are significantly represented in design elements of interactive websites. Findings of this study can be used by interaction design community to develop culturally sensitive websites and develop better user experiences for localized design services within India.

Keywords

Cultural dimensions Indian website users Localized designs 

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Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Department of DesignIndian Institute of Technology DelhiNew DelhiIndia

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