2.50
Hdl Handle:
http://hdl.handle.net/10547/279171
Title:
Culture and e-culture through a semiotic lens: e-banking localization
Authors:
French, Tim; Conrad, Marc
Abstract:
Intangible trust perceptions have been shown to form an important part of the User Experience (UX) in relation to various B2C (Business-to-Customer) contexts of use. The extant literature appears somewhat immature in relation to intangible trust and UX models from a “non-Western” perspective. Indeed it appears from our recent e-Banking audit using a novel cross-cultural Expert evaluation instrument that too often “Western” Banks (such as Deutsche Bank) rely on perceptions of “Eastern” cultures viewed through a lens that relies on stereotypical images, signs and Western style templates. We compare two contrasting e-Bank site localization design paradigms: namely that of Deutsche Bank and HSBC with respect to two target audiences: namely China and Taiwan. The findings of the e-Culture audit are aligned to the ubiquitous set of cultural dimensions first defined by Geert Hofstede. This alignment appears to show that the “Western” stereotypical paradigm is not in alignment with either Hofstede's Individualism/Collectivism metric nor with normative semiotic signs that reflect vibrant local urban street cultures. We go on to suggest that the use of card-sorting may speculatively be used to better engender localized sites that are aligned to local target.
Citation:
French, T. and Conrad, M. (2012) 'Culture and e-Culture through a semiotic lens: E-banking localization,' Information Society (i-Society), International Conference on : 514,518
Publisher:
IEEE-INST ELECTRICAL ELECTRONICS ENGINEERS INC
Issue Date:
2012
URI:
http://hdl.handle.net/10547/279171
Additional Links:
http://ieeexplore.ieee.org/xpl/login.jsp?tp=&arnumber=6285037&url=http%3A%2F%2Fieeexplore.ieee.org%2Fiel5%2F6266839%2F6284715%2F06285037.pdf%3Farnumber%3D6285037
Type:
Conference papers, meetings and proceedings
Language:
en
ISBN:
9781467308380
Appears in Collections:
Centre for Research in Distributed Technologies (CREDIT)

Full metadata record

DC FieldValue Language
dc.contributor.authorFrench, Timen_GB
dc.contributor.authorConrad, Marcen_GB
dc.date.accessioned2013-04-07T18:54:48Z-
dc.date.available2013-04-07T18:54:48Z-
dc.date.issued2012-
dc.identifier.citationFrench, T. and Conrad, M. (2012) 'Culture and e-Culture through a semiotic lens: E-banking localization,' Information Society (i-Society), International Conference on : 514,518en_GB
dc.identifier.isbn9781467308380-
dc.identifier.urihttp://hdl.handle.net/10547/279171-
dc.description.abstractIntangible trust perceptions have been shown to form an important part of the User Experience (UX) in relation to various B2C (Business-to-Customer) contexts of use. The extant literature appears somewhat immature in relation to intangible trust and UX models from a “non-Western” perspective. Indeed it appears from our recent e-Banking audit using a novel cross-cultural Expert evaluation instrument that too often “Western” Banks (such as Deutsche Bank) rely on perceptions of “Eastern” cultures viewed through a lens that relies on stereotypical images, signs and Western style templates. We compare two contrasting e-Bank site localization design paradigms: namely that of Deutsche Bank and HSBC with respect to two target audiences: namely China and Taiwan. The findings of the e-Culture audit are aligned to the ubiquitous set of cultural dimensions first defined by Geert Hofstede. This alignment appears to show that the “Western” stereotypical paradigm is not in alignment with either Hofstede's Individualism/Collectivism metric nor with normative semiotic signs that reflect vibrant local urban street cultures. We go on to suggest that the use of card-sorting may speculatively be used to better engender localized sites that are aligned to local target.en_GB
dc.language.isoenen
dc.publisherIEEE-INST ELECTRICAL ELECTRONICS ENGINEERS INCen_GB
dc.relation.urlhttp://ieeexplore.ieee.org/xpl/login.jsp?tp=&arnumber=6285037&url=http%3A%2F%2Fieeexplore.ieee.org%2Fiel5%2F6266839%2F6284715%2F06285037.pdf%3Farnumber%3D6285037en_GB
dc.subjectBank data processingen_GB
dc.titleCulture and e-culture through a semiotic lens: e-banking localizationen
dc.typeConference papers, meetings and proceedingsen
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