Abstract:

Social network sites (SNS) evolved within a short time into a popular Internetmediated tool that is being used worldwide on a daily basis. However presumptions in interaction through SNS create bias in web design that does not translate well into foreign cultures. To understand the web design principles in a Digital Social Space (DSS) that can attract multiple national cultures into one SNS platform, Internet communication users from Eastern and Western cultures were chosen as targets for this investigation, using questionnaires to collect user preferences on a digital social space. Results revealed that different culture groups have different understandings of online communication tools in a Digital Social Space (DSS).