The influence of socio-cultural background and product value in usability testing.

This article examines the influence of socio-cultural background and product value on different outcomes of usability tests. A study was conducted in two different socio-cultural regions, Switzerland and East Germany, which differed in a number of aspects (e.g. economic power, price sensitivity and culture). Product value (high vs. low) was varied by manipulating the price of the product. Sixty-four test participants were asked to carry out five typical user tasks in the context of coffee machine usage, measuring performance, perceived usability, and emotion. The results showed that in Switzerland, high-value products were rated higher in usability than low-value products whereas in East Germany, high-value products were evaluated lower in usability. A similar interaction effect of socio-cultural background and product value was observed for user emotion. Implications are that the outcomes of usability tests do not allow for a simple transfer across cultures and that the mediating influence of perceived product value needs to be taken into consideration.

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