An Ethnorelative Framework for Information Systems Design

IT artifacts are connected to our lives in significant and complex ways. The consideration of culture in designing information systems for a global context will become increasingly important. This paper develops the concept of cultural values in relation to information, technology, and people (ITP). In an effort to facilitate a more robust analysis of culture with respect to information systems design, I develop an ethnorelative framework in which designers can begin to assess the “cultural geography” of the target audience in relation to their own. This framework has implications for the Technology Acceptance Model (TAM), but it is not focused on the evaluation of user behaviors in terms of perceived usefulness and perceived ease-of-use, per se. Its goal is to provide a heuristic for designers to understand their own cultural values relative to users of other national cultures.