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Cultural differences within user experience and user interface: A qualitative study on how individualistic and collectivistic cultural differences affect users' attitudes towards food ordering applications
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2021 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The study's purpose is to present additional information about how individualistic and collectivistic cultural differences might affect the customer's attitude towards UX and UI on online food ordering applications.

The authors found that individuals' cultural background can in some cases have an impact on their attitude towards UX and UI on food ordering applications. The study's conclusion covered the themes; simplicity, information, experience and aesthetic. As a result, the study could be interpreted as potential guidelines to improve companies' applications and potentially attract a wider target group.
Place, publisher, year, edition, pages
2021. , p. 57
Keywords [en]
Attitude, Cultural differences, Online food ordering applications, User experience, User interface
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-54486OAI: oai:DiVA.org:mdh-54486DiVA, id: diva2:1560607
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Available from: 2021-06-12 Created: 2021-06-04 Last updated: 2021-06-12Bibliographically approved

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fulltext(3932 kB)1776 downloads
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File name FULLTEXT01.pdfFile size 3932 kBChecksum SHA-512
9fa4727c519345b3a9282812d6375d4a6077e16bd58709080b1d881521437ebba6d4ddab52e8859f9fba6ff799cfc726fb74c118ac6240bc7080ad745c4507ea
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
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