Impact of Culture on the choice of relevant UX Scales

Abstract

We investigate if the cultural background of a person influences the subjective importance of UX aspects for several common product categories. To clarify this, we replicated a published study with German students in Indonesia. Results show significant differences concerning the rated importance of UX aspects for many product categories. However, a detailed analysis of the results demonstrates that both samples show quite similar rankings of the importance of UX aspects. Thus, the product type has a much bigger impact than cultural differences. In addition, the data show that the impact of culture is considerably lower than the impact of interindividual differences between persons of the same cultural group.