Year of Publication
Season of Publication
College of Computing, Engineering & Construction
Master of Science in Computer and Information Sciences (MS)
NACO controlled Corporate Body
University of North Florida. School of Computing
Dr. F. Layne Wallace
Dr. Robert F. Roggio
Dr. Zornitza G. Prodanoff
Dr. Asai Asaithambi
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.
Bilyayeva, Tetiana A., "Cross-Cultural Comparative Study of Users’ Perception of the Navigation Organization of an E-Commerce Web Application" (2012). UNF Graduate Theses and Dissertations. 413.