Sara Chizari
ABSTRACT
The purpose of this study is to identify if cultural differences affect information-searching behavior of users on Google with the use of eye tracking and mouse tracking technologies. Even though cultural differences and individual cognitive style have been the main concerns of several information behavior studies in the last 10 years, there are only a limited number of studies that investigate cognitive differences between online information seekers from cultural cognitive perspective. The theoretical framework of this study is driven from Vygotsky and Nisbett's theory of cultural cognition. According to this theory, culture has a significant impact on how we organize our thoughts and our relationships, how we perceive the world, and how we decide to behave and act. In this study, I aim to investigate if the theory of cultural cognition is applicable to the users' online information searching behavior.
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Index Terms
- Exploring the Role of Culture in Online Searching Behavior from Cultural Cognition Perspective
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