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At our Going Global in 2014 - Nathalie Nahai looked at Culturability.
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All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURABILITY
IS YOUR WEBSITE ALIENATING HALF YOUR AUDIENCE?
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 KEY TAKEAWAYS
4 Q & A
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 KEY TAKEAWAYS
4 Q & A
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 INTRODUCTION
2 HOFSTEDE’S DIMENSIONS
3 KEY TAKEAWAYS
4 Q & A
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
FIRST… AN INTRODUCTION
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEBS OF INFLUENCE THE PSYCHOLOGY OF ONLINE PERSUASION
Pearson, 2012 UK | EU | USA | KOREA | JAPAN | CHINA
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@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
3 SECRETS TO ONLINE SUCCESS
@THEWEBPSYCH #WEBPSYCHOLOGY
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1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
1 KNOW WHO YOU’RE TARGETING
2 COMMUNICATE PERSUASIVELY
3 SELL WITH INTEGRITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
The empirical study of how online environments influence our attitudes and behaviours
“ @THEWEBPSYCH #WEBPSYCHOLOGY
”
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
WEB PSYCHOLOGY
HCI
neuro- aesthetics
user experience
social psychology
cognitive psychology
neuroscience
cross-cultural psychology
behavioural economics
@THEWEBPSYCH #WEBPSYCHOLOGY
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IT’S ABOUT CONTEXT
PSYCHOLOGY INDIVIDUAL CULTURAL
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WHAT IS CULTURE?
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CULTURE
A shared set of values that influence societal perceptions, attitudes,
preferences, and responses “ - Robbins & Stylianou (2002) ” @THEWEBPSYCH #WEBPSYCHOLOGY
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TRENDS
…some broad global trends but the behaviour of consumers is increasingly
variable as you go from country to country and region to region
- Global Web Index (Aug 2011)
[ ] @THEWEBPSYCH #WEBPSYCHOLOGY
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WHY IS CULTURE IMPORTANT ONLINE?
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A GLOBAL PICTURE
GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY
GLOBAL INTERNET PENETRATION RATES RISING
SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA)
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
A GLOBAL PICTURE
GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY
GLOBAL INTERNET PENETRATION RATES RISING
SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA)
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
A GLOBAL PICTURE
GOOGLE TRANSLATE = 1 BILLION TRANSACTIONS / DAY
GLOBAL INTERNET PENETRATION RATES RISING
SMART PHONES & MOBILES BRINGING ACCESS TO LESS DEVELOPED REGIONS (CHINA, INDIA)
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC
Different cultural groups employ different usage strategies
when using the same interface [ ] @THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURE-SPECIFIC
1 LANGUAGE
2 BODY POSITIONS
3 SOCIAL CONTEXTS
4 SYMBOLS
5 AESTHETICS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
CULTURABILITY
The relationship between culture and usability
in WWW design “ - Barber & Badre (1998)
@THEWEBPSYCH #WEBPSYCHOLOGY ”
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2 HOFSTEDE’S DIMENSIONS
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CULTURE
The collective mental programming of the human mind which distinguishes one
group of people from another “ - Hofstede (2010) ”
@THEWEBPSYCH #WEBPSYCHOLOGY
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HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
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HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
2 INDIVIDUALISM vs COLLECTIVISM
@THEWEBPSYCH #WEBPSYCHOLOGY
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HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
2 INDIVIDUALISM vs COLLECTIVISM
3 MASCULINITY vs FEMININITY
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
2 INDIVIDUALISM vs COLLECTIVISM
3 MASCULINITY vs FEMININITY
4 UNCERTAINTY AVOIDANCE
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
2 INDIVIDUALISM vs COLLECTIVISM
3 MASCULINITY vs FEMININITY
4 UNCERTAINTY AVOIDANCE
5 LONG- vs SHORT-TERM ORIENTATION
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HOFSTEDE’S DIMENSIONS
1 POWER DISTANCE
2 INDIVIDUALISM vs COLLECTIVISM
3 MASCULINITY vs FEMININITY
4 UNCERTAINTY AVOIDANCE
5 LONG- vs SHORT-TERM ORIENTATION
6 INDLUGENCE vs RESTRAINT
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
TODAY’S TALK
1 POWER DISTANCE
2 INDIVIDUALISM vs COLLECTIVISM
3 MASCULINITY vs FEMININITY
4 UNCERTAINTY AVOIDANCE
5 LONG- vs SHORT-TERM ORIENTATION
6 INDLUGENCE vs RESTRAINT
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
2 INDIVIDUALISM VS COLLECTIVISM
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
INDIVIDUALISM / COLLECTIVISM
Whether a culture’s members define their self-image in
terms of ‘I’ or ‘we’ “ ” @THEWEBPSYCH #WEBPSYCHOLOGY
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PSYCH PROFILE
HIGH IDV: USA
Loose-knit, autonomy, freedom, challenge, personal time, motivated by extrinsic factors LOW COL: CHINA
Large cohesive social networks, loyalty, physical conditions, intrinsic rewards
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH IDV – DO THIS:
1 PERSONAL ACHIEVEMENT MOTIVATES ACTIONS
2 DIFFERENCE / NOVELTY
3 COMPETITION / CHALLENGES
4 USE CONTROVERSIAL LANGUAGE (IF APPROP.)
5 IMAGES - YOUTH, MATERIAL SYMBOLS SUCCESS
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
EXCITEMENT
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
EXCITEMENT
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
COMPETITION
@THEWEBPSYCH #WEBPSYCHOLOGY
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CONTRAVERSIAL
@THEWEBPSYCH #WEBPSYCHOLOGY
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FAVOUR YOUTH
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INDIVIDUALIST
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EXCITING LANGUAGE
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HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
@THEWEBPSYCH @THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
HIGH COL – DO THIS:
1 ENGAGE COMMUNITY – ‘WE’ NOT ‘ME’
2 RESPECT MORAL TENETS, TRADITIONS, STATUS
3 CAREFUL USE OF IMAGES – E.G. WOMEN / SMILES
4 WISDOM, EXPERIENCE OF AGE
5 PRIVACY / SECURITY OF PERSONAL INFO
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
‘WE’ NOT ‘ME’
@THEWEBPSYCH #WEBPSYCHOLOGY
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TRADITIONS
@THEWEBPSYCH #WEBPSYCHOLOGY
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3 KEY TAKEAWAYS
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE.
1 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
2 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
3 USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE.
1 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
2 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
3 USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
KEY TAKEAWAYS
IF YOU WANT TO ENGAGE AND CONVERT A GLOBAL AUDIENCE, YOU HAVE TO BE CULTURE-SENSITIVE.
1 DIFFERENT CULTURES = DIFFERENT USAGE STRATEGIES
2 WEB PSYCHOLOGY PROVIDES PSYCHOGRAPHIC CONTEXT
3 USE HOFSTEDE’S DIMENSIONS TO INFORM YOUR DESIGN
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
REFERENCES 1 S. S. Robbins and A. C. Stylianou (2002). A study of cultural differences in global corporate websites. Journal of Computer Information Systems, 42(2), pp. 3-9.
2 Global Web Index (August 2011) Wave 5 Trends. http://www.slideshare.net/globalwebindex/wave-5-trends-master-august-2011-slideshare-version
3 Associated Press (2013). Google Translate reaches 1 billion translations per day. http://www.oregonlive.com/today/index.ssf/2013/04/google_translate_reaches_1_bil.html
4 mobiThinking (2013). Global mobile statistics 2013 Part A: Mobile subscribers; handset market share; mobile operators. http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a#topmobilemarkets
5 IDC (2012). Top 10 Predictions. IDC Predictions 2013: Competing on the 3rd Platform. http://www.idc.com/research/Predictions13/downloadable/238044.pdfm
6 A. Faiola and S. A. Matei (2005). Cultural cognitive style and web design: Beyond a behavioral inquiry into computer-mediated communication. Journal of Computer-Mediated Communication, 11(1).
7 N. C. Fernandez (2000). Web Site Localisation and Internationalisation: A Case Study. City University.
8 W. Barber and A. Badre (1998). Culturability: The merging of culture and usability. In Proceedings of the 4th Conference on Human Factors and the Web.
9 R. Robertson (1994) ‘Mapping the global condition: Globalization as the central concept’, in M. Featherstone (ed.), Global Culture: Nationalism, globalization and modernity. Newbury Park, CA: Sage. p. 36.
15 http://www.mcdonalds.it/#coppette-seletti
16 http://www.mcdonalds.co.uk/ukhome.html
17 G. Hofstede (2010). Cultures and Organizations: Software of the mind. Maidenhead: McGraw Hill.
18 http://www.aeroflot.ru
19 http://www.nana10.co.il
20 http://www.nastygal.com
21 http://www.kmb.hk/tc
22 http://www.cocacola.co.jp
23 http://sverigesradio.se
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
REFERENCES 24 http://tiu.ru
25 http://www.stumbleupon.com
26 http://www.suning.com
27 http://www.next.co.uk
28 http://www.neobux.com
29 http://www.offerna.com
30 S. Simon (2001). The impact of culture and gender on Web sites: An empirical study. The Data Base for Advances in Information Systems, 3(1), pp. 18-37.
31 C. Cela-Conde, F. Ayala, E. Munar, F. Maestú, M. Nadal, M. Capó, et al. (2009). Sex related similarities and differences in the neural correlates of beauty. Proceedings of the National Academy of Sciences of the United States of America,106(10), 3847.
32 D. Cyr and C. Bonanni (2005). Gender and website design in e-business. International Journal of Electronic Business, 3 (6), pp. 565–82.
33 A. Acquisti and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Lecture Notes in Computer Science, 4258, pp. 36–58.
34 E. Garbarino and M. Strahilevitz (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57, pp. 768–75.
35 M. Madden and A. Smith (2010). Reputation management and social media: How people monitor their identity and search for others online. Pew Internet & American Life Project, 26 May. Available online at: http://pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx
36 I. Oomen and R. Leenes (2008). Privacy risk perception and privacy protection strategies. In E. de Leeuw, S. Fischer Hubner, J. Tseng and J. Borking (eds), Policies and Research in Identity. Boston, MA: Springer. pp. 121–38.
@THEWEBPSYCH #WEBPSYCHOLOGY
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
4 Q & A
All material © THE WEB PSYCHOLOGIST LTD. 2013. No unauthorised reproduction or distribution.
@THEWEBPSYCH #WEBPSYCHOLOGY
THANK YOU!
WEB PSYCHOLOGY ROCKS ; )
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