ABSTRACT
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.
