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    Culture and e-culture through a semiotic lens: e-banking localization

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    Authors
    French, Tim
    Conrad, Marc
    Issue Date
    2012
    Subjects
    Bank data processing
    
    Metadata
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    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
    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
    Collections
    Centre for Research in Distributed Technologies (CREDIT)

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