Date of Award

Fall 2014

Degree Type


Degree Name

Master of Science (MS)


Computer and Information Technology

First Advisor

Patrick Connolly

Committee Member 1

Mihaela Vorvoreanu

Committee Member 2

James Mohler


The goal of this research was to determine what elements of websites are tied to the value of individualism and collectivism when viewed by two different national cultures. The research determined whether two participant groups (United States or Chinese) looked at the same or different website elements when experiencing the website. The Website Experience Analysis protocol was used to create a questionnaire that the students filled out as they experienced the website, allowing the researcher to determine what elements of the website they were experiencing when focusing on a particular cultural or organization-public relation value. This research found that culture did have an impact on how a public perceives a website. However, this impact was not the same as what other current research would imply. It also found that website elements may be used to counter this cultural bias, and provides insight into precisely what elements can be utilized to do so.