BACKGROUND The Web is a global information resource Web users that seek information vary, culturally and ethnically Users of different cultural backgrounds may have different cognitive styles and methods of information organization However, most search tools simply translate text between languages rather than adjusting the actual interface design and organization of categories to the culture. Few studies have explored how culture influences information seeking behavior FUTURE RESEARCH Identify cultural variables that cause the differences in search behavior and tactics Guide in the design of more efficient search tools SEARCH TOOL PREFERENCE Regardless of cultural background, users preferred search engines, because: FasterMore resultsMore specificEffective Easier to useMore directMore efficientMore simple In general, Google was the favored search engine Directories received mixed reviews, mainly negative experiences Several Chinese participants mentioned difficulty of understanding what the content of a directory category would include based on labels In general, directory use was viewed as time consuming and ineffective to look through all the levels. However, with no time restraint, it was viewed as a good browsing tool option. FINDINGS REGARDING: DIFFERENCES BETWEEN PARTICIPANT GROUPS So how do users from different cultural backgrounds vary in information seeking behavior? Nearly all Chinese participants (but none of the Americans) discussed the use of Bulletin Board Systems (BBS) forums as efficient sources of information Chinese participants seemed to interact more with interviewer, conversing about more than the tasks and worrying about wasting interviewer’s time if they encountered difficulty in accomplishing a task This material is based upon work supported by the National Science Foundation under Grant No. EIA Any opinions, findings and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the NSF. Majority of Chinese participants (but only one American) mentioned use of non- online information sources, either alone or combined with online sources METHODS Chinese and American participants were each given six information seeking tasks to accomplish using tools such as search engines and directories Participants thought aloud while performing tasks Transcripts collected from participants’ think-aloud and interview sessions were then analyzed and compared Examples of tasks and interview questions included: Use any search tool to find the number of United Nations member states Use search directories to find job resources for library science degree graduates Which search tool was the easiest to use? Why? What do you typically search for? GOALS Identify key differences in behavior such as: Search tool preference Relevance judgment Ease or difficulty perception of an information seeking task Search tactics Look for patterns in the reasons and objectives of information seeking Yahoo! China Yahoo!