Best Paper Award for the 15th International Conference on Cross-Cultural Design, in the context of HCI International 2023, Copenhagen, Denmark, 23-28 July 2023
Certificate for Best Paper Award of the 15th International Conference on Cross-Cultural Design
The award has been conferred to
(National Cheng Kung University, Taiwan)
for the paper entitled
"Does the Visual Background Matter for East Asians? The Study of Cross-Cultural Differences in Consumer's Visual Perception and Recognition of Merchandise with Contextual Display between Americans and Taiwanese"
Presented in the context of
HCI International 2023
23 - 28 July 2023
"Past research has shown visual perception differs based on cultural variation. However, there is little research investigating merchandising displays on the E-commerce platform. In this research, we tend to investigate the cultural differences in consumers’ visual perception and attention interest between Western (e.g., the United States) and Eastern countries (e.g., Taiwan) by applying Signal Detection Theory (SDT) to analyze their recognition memory of the focal product displayed on the online platform of cross-border e-commerce. This research uses qualitative and quantitative methods to analyze consumers’ visual perception and cognitive responses cross-culturally. We expect to organize and establish precise online merchandise visual presentation and marketing strategy design cross-culturally."
The full paper is available through SpringerLink, provided that you have proper access rights.