Emotional Response Towards Cultural-Based E-Government Portal Design Using Card Sorting Method

This paper aims to identify emotional responses towards the culture-based e-government portal design focusing on Power Distance (PD) dimension of Hofstede cultural model. We employ a card sorting method where a set of twenty eight pre-written cards with emotional words taken from the Russell Affect Model. Twenty four participants who were divided into eight groups were asked to choose the cards that best describe the look and feel of given e-government portals homepage representing high PD and low PD designs. Analysis based on frequency was calculated for each of the emotional response. Findings indicate that the e-government portal design that is characterized as high PD is more likely to evoke a negative emotional experience. Whereas for the e-government portal design characterized as low PD has tendency to evoke positive emotional response. This finding provides valuable insights into citizen’s emotional experience of culture-based portal design of Power Distance culture values.