Rationality or Aesthetics? Navigation vs. Web Page Ergonomics in Cross-cultural Use of University Websites

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийстатья в сборнике материалов конференциинаучнаярецензирование


The article looks at one of the factors that may cast impact upon interest to educational programs of today’s universities in various regions of the world, namely at effective web presence of a university in the global information space. To successfully advance the university in the World Wide Web, efficient interaction with the global networked audience is necessary.

The quality of this interaction depends primarily on web design of the university portals, which are the main communication tool of any educational organization with potential studentship and professorship. However, for efficient communication with the audience in different regions of the world, it is necessary to take into account the peculiarities of visual culture peculiar to those regions. The paper suggests that the perception patterns of the Western audiences and people in South-East Asia can differ, which can affect communication efficiency for web portals with unified structures, adapted only in terms of language. In order to test this assumption, we carry out an experiment in which we compare the results of interaction experience of two representative groups of the global audience – students from Russia and from China – with 23 university portals around the world selected based on webometrics rankings. The results of the experiment show that, in the perception patterns of Western and Eastern users, there are differences in perception of information architecture and page layouts. In particular, perception of the representatives of South-East Asia is more sensitive to the composition and visual aesthetics of single web pages than to the rationality of the structure of the website as a whole. This result allowed the authors to propose recommendations for developing a strategy for promoting university brands on the Internet.
Язык оригиналаанглийский
Название основной публикацииInternet Science
Подзаголовок основной публикации5th International Conference, INSCI 2018, St. Petersburg, Russia, October 24–26, 2018, Proceedings
РедакторыSvetlana S. Bodrunova
Место публикацииCham
ИздательSpringer Nature
ISBN (электронное издание)978-3-030-01437-7
ISBN (печатное издание)9783030014360
СостояниеОпубликовано - 2018
Событие5th International Conference on Internet Science, INSCI 2018: Internet in World Regions: Digital Freedoms and Citizen Empowerment - СПбГУ, Институт "Высшая школа журналистики и массовых коммуникаций", St. Petersburg, Российская Федерация
Продолжительность: 24 окт 201826 окт 2018
Номер конференции: 5th

Серия публикаций

НазваниеLecture Notes on Computer Science


конференция5th International Conference on Internet Science, INSCI 2018
Сокращенный заголовок INSCI 2018
СтранаРоссийская Федерация
ГородSt. Petersburg
Адрес в сети Интернет

Предметные области Scopus

  • Теоретические компьютерные науки
  • Компьютерные науки (все)


Подробные сведения о темах исследования «Rationality or Aesthetics? Navigation vs. Web Page Ergonomics in Cross-cultural Use of University Websites». Вместе они формируют уникальный семантический отпечаток (fingerprint).