Case Study: Cross-Cultural Preference of UI Language Components, Cultural Markers - Cross-Cultural Human-Computer Interaction and User Experience Design - page 142

hird

Second hird

Purpose
Brand
Valuation
Age
Price
Color
Material

First

Gender

Purpose
Brand
Valuation
Age
Price
Size

Gender

Purpose
Brand
Valuation

(a) (b) (c)

Fifth

Gender

Fourth

Purpose
Valuation
Age
Price
Size
Color
Material

Gender

Purpose
Brand
Valuation
Age
Price
Size

(d) (e)

FIGURE 8.49 Preference for the sequence of input facets in the Chinese sample.

age (15%). The fourth and last position answered by all of the respondents was
price (23%), size (18%), and purpose (14%). Although going further the differences
between the responses are not more than 5%, we could construct the search facet from
the following sequence: gender, size, purpose, price. (See Figure 8.50.)

Discussion/conclusion.
The hypothesis was supported by the results. The reasons being, that the subject comes
first (relating to the user's gender, or size), followed by an implied verb and adverb
(purpose), and finally the object (price, color, rating etc). In contrast to the Chinese

First Second

Size

Gender
Age
Purpose
Size

Purpose
Gender
Age
Color
Price

(a) (b)

hird Fourth

Price

Size
Purpose
Brand
Rating
Fabric/color
Age
Brand

Size
Price
Color
Age
Fabric
Purpose
Brand

(c) (d)

FIGURE 8.50 Preference for the sequence of input facets in the Czech sample.