University of Illinois Urbana-Champaign

Exploring the role of culture in online searching behavior from cultural cognitive perspective: case study of American, Chinese and Iranian graduate students

Chizari, Sara

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https://hdl.handle.net/2142/89344

Description

Title
Exploring the role of culture in online searching behavior from cultural cognitive perspective: case study of American, Chinese and Iranian graduate students
Author(s)
Chizari, Sara
Issue Date
2016-03-15
Keyword(s)
  • Eye-tracking
  • mouse-tracking
  • cultural cognition
  • cross-cultural
  • search behavior
Abstract
The purpose of this study is to identify if cultural differences affect information-searching behavior of users on Google with the use of eye tracking and mouse tracking technologies. According to the theory of cultural cognition, culture has a significant impact on how we organize our thoughts and our relationships, how we perceive the world, and how we decide to behave and act. In this study, I aim to investigate if the theory of cultural cognition is applicable to the users’ online information searching behavior. While the latest quantitative results of this pilot study on American, Chinese and Iranian graduate students showed differences in the search techniques employed by the cultural groups, the Mixed Effect analysis of fixation durations did not reveal significant differences in attention during the course of scanning the search result page on Google. Further analysis will be done and the latest findings will be presented at the conference.
Publisher
iSchools
Series/Report Name or Number
IConference 2016 Proceedings
Type of Resource
text
Language
eng
Permalink
http://hdl.handle.net/2142/89344
DOI
https://doi.org/10.9776/16569
Copyright and License Information
Copyright 2016 is held by the authors. Copyright permissions, when appropriate, must be obtained directly from the authors.

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