62 Pages


This paper explores the concepts of cultural factors that influence Website

design and interface metaphors in the context of Internet applications. A Web

shopping store was created based on the culture of a department store in

Taiwan for the experimental purpose. This study successfully demonstrated

that the appropriate use of a culturally dependent interface metaphor can

actually improve a user’s Web browsing and searching tasks. The authors

hope that the appropriate use of interface metaphors can also be used to

facilitate other types of interaction tasks to improve users’ task performance.