Cross-cultural differences in the use of in-vehicle technologies and vehicle area network services: Austria, USA, and South Korea
Vehicle area network (VAN) communications and related services are getting more pervasive . However, even though user-centered design has been emphasized, VAN services have often been developed through a technology-driven approach. This paper presents cross-cultural survey results on VAN services in three different countries: Austria, USA, and South Korea. The current research compared the state-of-the-art of drivers' current in-vehicle technology use and investigated their needs and wants for plausible new services in the near future. Further, we validated our next generation in-vehicle interface concepts stemming from our previous participatory design process . Results showed clear differences between Austrians vs. Americans and Koreans. Even though Koreans and Americans in our survey were older than Austrians, they seemed more open-minded to VAN services (e.g., social networks in car, V2V services, in-vehicle agent, etc) in general and rated them more positively. Through these cross-cultural needs analyses of end users, designers and practitioners are expected to gain insights into developing a standardized service across cultures as well as culturally tuned in-vehicle interfaces. Moreover, we hope that this initial international collaboration can serve as a good test bed for future research and hope to expand our consortium with more colleagues in the AutomotiveUI community for further cross-cultural studies.
Proceedings of the 4th International Conference on Automotive User Interfaces and Interactive Vehicular Applications
Jeon, Myounghoon; Riener, Andreas; Ju-Hwan, Lee; Schuett, Jonathan; and Walker, Bruce N., "Cross-cultural differences in the use of in-vehicle technologies and vehicle area network services: Austria, USA, and South Korea" (2012). Department of Cognitive and Learning Sciences Publications. 75.