Year of Publication


Season of Publication


Paper Type

Master's Thesis


College of Computing, Engineering & Construction

Degree Name

Master of Science in Computer and Information Sciences (MS)



NACO controlled Corporate Body

University of North Florida. School of Computing

First Advisor

Dr. F. Layne Wallace

Second Advisor

Dr. Robert F. Roggio

Third Advisor

Dr. Zornitza G. Prodanoff

Department Chair

Dr. Asai Asaithambi

College Dean

Dr. Mark A. Tumeo


The object of this study was to assess the influence of native language, as a principal cultural characteristic, one users’ behavior when using a web-based e-commerce application. The study expands on previous research by comparing English and Russian users. The research also considered demographic data to assess additional factors that influence behavior and task performance. The research design encompassed an online shopping application with two different navigation menus. One menu was based on the action-object model and the other was based on the object-action model. The user interface was created in two different languages (Russian and English). This study suggests that language, as a cultural indicator, has a direct relationship to user satisfaction and performance in e-commerce web applications.