Case Study: Cross-Cultural Preference of UI Language Components, Cultural Markers - Cross-Cultural Human-Computer Interaction and User Experience Design - page 143

results, the Czech respondents would put size after gender (instead of purpose), pur-
pose instead of price, and price as the last, omitting color and rating.
48) Please rank the media you find most useful.
Chinese
Hypothesis.
Given that most of the websites contain mostly text, text would be regarded the most
useful medium.
Results summary.
The most useful medium was the image (score 83), followed closely by video (81)
and text (72). Sound came fourth (44). Also, some of the respondents expressed their
opinions about the intuitiveness and credibility of the different media. Pictures in
general were the most intuitive and trustworthy, same as videos, which could add
more persuasion to the message. Texts, while expressing even more detail, required
more attention and were often regarded as untrustworthy. The least popular was sound
or voice, because it would not provide more concurrent information, and because it
was not very credible.
Czech
Results summary.
The most useful medium was the image (score 78), together with text (78). Video
(57) came third, and sound (54) fourth. Images convey information quickly, and are
more trustworthy than videos. Text can convey the most information together with
details and was found the most trustworthy. Sound comes mostly with video, so it has
a similar score of usefulness. Interestingly, intuition (and the “sixth sense”) was also
cited as a useful medium.
Discussion/conclusion.
The hypothesis was not supported by the results. In the Chinese sample, pictorial
media (images, videos) had the highest acceptance and credibility. Texts had still
their important role along with pictures, but with much lower trustworthiness. Sound,
on the hand, can carry relatively limited information, and often with dubious content.
In contrast, the Czech respondents preferred images and texts to videos and sound,
both in terms of both the efficiency of information transmission and trustworthiness.
49) Please rank the importance of the following qualities of the UI.
Chinese
Hypothesis.
A localized UI would be better accepted than a nonlocalized UI.