Toward an HCI Theory of Cultural Cognition

Abstract

With the increasing demand for global communication between countries, it is imperative that we understand the importance of national culture in human communication on the World Wide Web (WWW). As we consider the vast array of differences in the way we think, behave, assign value, and interact with others, culture becomes a focal point in research of online communication. More than ever, culture has become an important human-computer interaction (HCI) issue, because it impacts both the substance and the vehicle of communication via communication technologies. Global economics and information delivery is leading to even greater diversification among individuals and groups of users who employ the WWW as a key resource for accessing information and purchasing products. Companies will depend more on the Internet as an integral component of their communication infrastructure. With a shift toward online services for information, business professionals have identified international Web usability as an increasingly relevant area of HCI research. What must be addressed are the cultural factors surrounding Web site design. Specifically argued is that culture is a discernible variable in international Web site design, and as such, should better accommodate global users who seek to access online information or products. There are still many unresolved questions regarding cross-cultural HCI and communication and the delivery of information via the Web. To date, there has been no significant connection made between culture context and cognition, cross-cultural Web design, and related issues of HCI. This correlation is relevant for identifying new knowledge in cross-cultural Web design theory and practice.