Linguistic and Cultural Differences in Information Categorization and their Impact on Website Use Anett Kralisch*, Alvin W. Yeo, Nurfauza Jali
* Humboldt-University Berlin, Germany
University Malaysia Sarawak
[email protected]
{alvin, jnurfauza}@fit.unimas.my
Institut für Wirtschaftsinformatik Humboldt-Universität zu Berlin
Kralisch, Yeo, Jali 2006
Introduction • Worldwide access to medical information (on the Internet) • Who accesses this information? • Who is able to benefit from this information?
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Introduction • Worldwide access to medical information (on the Internet) • Who accesses this information? • Who is able to benefit from this information?
Î What are the preferences of information categorization Î Which role does LANGUAGE play? Î Which role does CULTURE play? Î Which role does MEDICAL KNOWLEDGE play?
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Agenda 1. Related Research 2. Our Model 3. Data and Method 4. Results 5. Conclusion
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Agenda 1. Related Research 2. Our Model 3. Data and Method 4. Results 5. Conclusion
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Related Research Language and Preferences in Information Categorization • Language as a determinant of cognitive effort (Dufour & Kroll 1995: RHM) • Various linguistic theories about differences and commonalities between linguistic groups (e.g. Sapir-Whorf-Theory vs. Chomsky) • Use of search options dependent on linguistic background and domain knowledge (Kralisch & Berendt 2004a)
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HICSS 2006, Kauai, 4-7 January
Kralisch, Yeo, Jali 2006
Related Research Language and Preferences in Information Categorization • Use of search options dependent linguistic background (Kralisch & Berendt 2004a) • Various linguistic theories about differences and commonalities between linguistic groups (e.g. Sapir-Whorf-Theory vs. Chomsky) • Language as a determinant of cognitive effort (Dufour & Kroll 1995: RHM)
Culture and Preferences in Information Categorization • Cultural congruity as determinant of cognitive effort (Luna et al. 2002, 2003) • Avoidance of hierarchical organization among native African animal experts (Blake 2001) • Differences in preferred food classification schemes between Malaysian ethnic groups (Yeo & Loo 2004) • Website navigation patterns dependent on cultural background (Kralisch et al. 2005)
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HICSS 2006, Kauai, 4-7 January
Kralisch, Yeo, Jali 2006
Related Research Language and Preferences in Information Categorization • Use of search options dependent linguistic background (Kralisch & Berendt 2004a) • Various linguistic theories about differences and commonalities between linguistic groups (e.g. Sapir-Whorf-Theory vs. Chomsky) • Language as a determinant of cognitive effort (Dufour & Kroll 1995: RHM)
Culture and Preferences in Information Categorization • Avoidance of hierarchical organization among native African animal experts (Blake 2001) • Differences in preferred food classification schemes between Malaysian ethnic groups (Yeo & Loo 2004) • Website navigation patterns, use of search options dependent on cultural and linguistic background (Kralisch et al. 2005, Kralisch & Berendt 2004a, 2004b) • Cultural congruity as determinant of cognitive effort (Luna et al. 2002, 2003)
Medical Knowledge and Preferences in Information Categorization • Differences in use of search options between users with low and high medical knowledge (Kralisch & Berendt 2005) Institut für Wirtschaftsinformatik Humboldt-Universität zu Berlin
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Agenda 1. Related Research 2. Our Model 3. Data and Method 4. Results 5. Conclusion
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Our Model Ease of Use
Cultural and Linguistic Background
Different preferences in information categorization
Usefulness Attitude
e.g. by alphabet body part
Use
symptom etc.
see also: • Theory of Reasoned Action (Ajzen & Fishbein 1980) • Technology Acceptance Model (Davis 1993) Institut für Wirtschaftsinformatik Humboldt-Universität zu Berlin
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Agenda 1. Related Research 2. Our Model 3. Data and Method 4. Results 5. Conclusion
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Data and Method • Laboratory Experiment at German and Malaysian University
Sample: • 141 participants: 32 German, 20 Russian, 11 British, 78 Malaysian students •
low medical knowledge
Website •
multilingual
•
dermatological information
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2x2 Design Group
Website:
German
English
Native Language I
German
L1
II
Russian
L2
III
English
L1
IV
Malay
L2
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Data and Method • Pilot Tests • Exploratory Research: Preferences of Information Categorization • Card Sorting: Group 30 pictures of dermatological disorders • Ranking of search cues • Confirmatory Research: Outcomes of different preferences • Search task on website with various search options • Use was controlled • Participants rated Ease of Use, Usefulness, Attitudes (adapted from Ajzen & Fishbein; Davis)
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Agenda 1. Related Research 2. Our Model 3. Data and Measures 4. Results 5. Conclusion
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Results 1. Different Categorization Preferences ? SEARCH CUES Body parts and Symptoms
Colours
Name and Cause
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Results 1. Different Categorization Preferences ? SEARCH CUES Body parts and Symptoms
CHARACTERISTICS • Visual • Low medical knowledge
Colours
Name and Cause
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• Verbal • High medical knowledge
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Results 1. Different Categorization Preferences ? SEARCH CUES Body parts and Symptoms
CHARACTERISTICS
PREFERENCES
• Visual
Most preferred
• Low medical knowledge
Symptoms: Group I, Group II (German version) Body parts: Group III, Group IV (English version)
Colours
Name and Cause
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• Verbal • High medical knowledge
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Least preferred
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Results 2. Ease of Use Verbal Cues (Alphabetical Search, Search Engine) Highest Ease of Use
Group I (L1/G): Search Engine
Group II (L2/G) Group IV (L2/E)
Group III (L1/E): Search Engine
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Visual Cues (Search by Body Parts)
L1
L2
(native speakers)
(non-native speakers)
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Results 3. Usefulness Verbal Cues (Alphabetical Search, Search Engine) Most useful
Group I (L1/G): Alphabetical Search
Group II (L2/G) Group IV (L2/E)
Group III (L1/E): Search Engine
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Visual Cues (Search by Body Parts)
L1
L2
(native speakers)
(non-native speakers)
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Results 4. Attitude Verbal Cues (Alphabetical Search, Search Engine) Positive Attitude
Negative Attitude
Group 4 (L2/E)
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Group 1 (L1/G) Group 2 (L2/G) Group 3 (L1/E)
Group 1 (L1/G) Group 2 (L2/G) Group 3 (L1/E)
Institut für Wirtschaftsinformatik Humboldt-Universität zu Berlin
Visual Cues (Search by Symptoms, Body Parts, Colours)
Group 4 (L2/E)
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Results 4. Attitude Verbal Cues (Alphabetical Search, Search Engine) Positive Attitude
Negative Attitude
5. Use :
Group 4 (L2/E)
Visual Cues (Search by Symptoms, Body Parts, Colours) Group 1 (L1/G) Group 2 (L2/G) Group 3 (L1/E)
Group 1 (L1/G) Group 2 (L2/G) Group 3 (L1/E)
Group 4 (L2/E)
few significant differences between groups visual cues preferred over verbal cues
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HICSS 2006, Kauai, 4-7 January
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Agenda 1. Related Research 2. Our Model 3. Data and Measures 4. Results 5. Conclusion
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Conclusion Usefulness Preferences
+
?+ Attitude
Ease of Use
+
Use
+ ?
Language • Proficiency level: impact on Ease of Use and Usefulness
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Conclusion Usefulness Preferences
+
?+ Attitude
Ease of Use
?
+
Use
+
Language • Proficiency level: impact on Ease of Use and Usefulness Culture • Different preferences • Outstanding position of Malaysian group concerning Attitude ???
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Conclusion Usefulness +
Preferences
?+ Attitude
Ease of Use
?
+
Use
+
Language • Proficiency level: impact on Ease of Use and Usefulness Culture • Different preferences • Outstanding position of Malaysian group concerning Attitude ??? Medical Knowledge • Low medical knowledge: visual cues preferred over verbal cues • Preferences reflected in Use
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Conclusion Future Work • Reasons for differences in categorization preferences Æ generalisations • Additional search cues; additional domains • Additional methods (think-aloud; logfile analysis)
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Thank you for your attention!
[email protected] www.wiwi.hu-berlin.de/~kralisch
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