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Cultural Differences in the Context of Fast Food Website Design: a Comparison of Taiwan and the United States Yin-Sin Chang Iowa State University

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Cultural Differences in the Context of Fast Food Website Design: a Comparison of Taiwan and the United States Yin-Sin Chang Iowa State University Iowa State University Capstones, Theses and Graduate Theses and Dissertations Dissertations 2015 Cultural differences in the context of fast food website design: a comparison of Taiwan and the United States Yin-Sin Chang Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/etd Part of the Art and Design Commons Recommended Citation Chang, Yin-Sin, "Cultural differences in the context of fast food website design: a comparison of Taiwan and the United States" (2015). Graduate Theses and Dissertations. 14796. https://lib.dr.iastate.edu/etd/14796 This Thesis is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. Cultural differences in the context of fast food website design: A comparison of Taiwan and the United States by Yin-Sin Chang A thesis submitted to the graduate faculty in partial fulfillment of the requirements for the degree of MASTER OF FINE ARTS Major: Graphic Design Program of Study Committee: Paul Bruski, Major Professor Sunghyun Kang Fred Malven Iowa State University Ames, Iowa 2015 Copyright © Yin-Sin Chang, 2015. All rights reserved. ii TABLE OF CONTENTS Page LIST OF FIGURES .................................................................................................... iv LIST OF TABLES ..................................................................................................... vii LIST OF INFOGRAPHIC DESIGN .......................................................................... ix ACKNOWLEDGMENTS .......................................................................................... xi ABSTRACT ............................................................................................................... xii CHAPTER 1 INTRODUCTION ............................................................................. 1 1.1 Background of the Study ................................................................................ 1 1.2 Significance of the Study................................................................................ 2 1.3 Overview of the Thesis .................................................................................. 3 CHAPTER 2 LITERATURE REVIEW.................................................................. 4 2.1 Culture and Cultural Differences ................................................................... 4 2.1.1 Definition of culture .............................................................................. 4 2.1.2 Cultural distance ................................................................................... 8 2.1.3 Cultural differences and dimensions ..................................................... 9 2.2 Culture of Taiwan .......................................................................................... 14 2.2.1 Geography and history of Taiwan......................................................... 14 2.2.2 Cultural diversity of Taiwan ................................................................. 15 2.2.3 Food culture and fast food in Taiwan ................................................... 17 2.2.4 Taiwan’s cultural values ....................................................................... 20 2.2.5 Taiwan’s cultural dimensions ................................................................ 21 2.3 Cultural Awareness in Website Design .......................................................... 27 2.3.1 Importance of the Internet ..................................................................... 27 2.3.2 Globalization and glocalization............................................................. 30 2.3.3 Cultural dimensions and website design ............................................... 33 2.3.4 Cultural markers .................................................................................... 40 CHAPTER 3 METHODOLOGY ............................................................................ 43 3.1 Research Design ............................................................................................. 43 3.2 Hypothesis ...................................................................................................... 44 3.3 Candidate Cultural Markers ........................................................................... 45 3.4 Sample Selection ............................................................................................ 48 iii 3.4.1 Selection of two cultures ....................................................................... 48 3.4.2 Selection of the fast food industry ......................................................... 48 3.4.3 Selection of homepages and menu of products pages........................... 49 3.5 Results ............................................................................................................ 51 3.5.1 Verbal attributes .................................................................................... 51 3.5.2 Visual attributes..................................................................................... 60 3.5.3 Multimedia attributes ............................................................................ 103 CHAPTER 4 INFOGRAPHICS DESIGN: EXPLANATION OF CULTURAL DIFFERENCES ................................................................................ 108 4.1 Design Concept .............................................................................................. 108 4.2 Design Development ...................................................................................... 108 4.3 Infographic Design ......................................................................................... 110 CHAPTER 5 DISCUSSION AND CONCLUSION ............................................... 132 5.1 Discussion ...................................................................................................... 132 5.1.1 Remarkable culture markers.................................................................. 132 5.1.2 Cultural markers and cultural dimensions ............................................. 133 5.1.3 Diminishing effects of cultural markers ................................................ 139 5.1.4 Unexpected findings .............................................................................. 140 5.2 Contribution .................................................................................................... 141 5.3 Recommendations ........................................................................................... 142 5.4 Limitations of the Study ................................................................................. 143 5.5 Suggestions for Further Research .................................................................. 144 5.6 Conclusion ...................................................................................................... 144 REFERENCES .......................................................................................................... 146 iv LIST OF FIGURES Page Figure 1. Taiwan and U.S. cultural dimension rankings ......................................... 23 Figure 2. Cultures arranged along high-context and low-context dimension ......... 25 Figure 3. General relation between web design styles and HC/LC cultures .......... 39 Figure 4. TW McDonald’s – Slogan 1 ................................................................... 54 Figure 5. TW McDonald’s – Slogan 2 ................................................................... 54 Figure 6. 21 Century – Slogan ................................................................................ 55 Figure 7. U.S. Burger King – Slogan ...................................................................... 55 Figure 8. U.S. KFC – Slogan .................................................................................. 56 Figure 9. TW KFC – Terms and conditions of purchase ........................................ 59 Figure 10. TW Mos Burger – Terms and conditions of purchase ............................ 59 Figure 11. U.S. McDonald’s – Terms and conditions of purchase ........................... 60 Figure 12. 21 Century – Images of people ............................................................... 65 Figure 13. TKK Fried Chicken – Images of people ................................................. 65 Figure 14. U.S. KFC – Images of people ................................................................. 66 Figure 15. TKK Fried Chicken – Product suggestions ............................................. 66 Figure 16. TW Burger King – Multiple products in an advertisement ..................... 67 Figure 17. TW Mos Burger – Multiple products in an advertisement ...................... 67 Figure 18. U.S. Burger King – One product in an advertisement ............................. 68 Figure 19. U.S. KFC – One product in an advertisement ......................................... 68 Figure 20. TW KFC – Extra value products ............................................................. 69 Figure 21. TW Mos Burger – Sharing of meal ......................................................... 69 v Figure 22. TW Burger King – Announcement of raffle drawing ............................. 70 Figure 23. TW KFC – Value Advertisement ............................................................ 78 Figure 24. TW Burger
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