{"content":[{"text":"1. Renren and Facebook: Comparing Cultural Usability and Success","bbox":{"left":0.214542,"top":0.094509,"width":0.5711170000000001,"height":0.017727000000000007}},{"text":"Cultural","bbox":{"left":0.176503,"top":0.171512,"width":0.053197999999999995,"height":0.015151999999999999}},{"text":"differences","bbox":{"left":0.237641,"top":0.171512,"width":0.076768,"height":0.015151999999999999}},{"text":"affect","bbox":{"left":0.322248,"top":0.171512,"width":0.03900399999999998,"height":0.015151999999999999}},{"text":"business","bbox":{"left":0.369052,"top":0.171512,"width":0.06072899999999998,"height":0.015151999999999999}},{"text":"heavily. They","bbox":{"left":0.437837,"top":0.171512,"width":0.09266900000000006,"height":0.015151999999999999}},{"text":"determine","bbox":{"left":0.538905,"top":0.171512,"width":0.069662,"height":0.015151999999999999}},{"text":"markets,","bbox":{"left":0.61665,"top":0.171512,"width":0.06072999999999995,"height":0.015151999999999999}},{"text":"resources,","bbox":{"left":0.6852,"top":0.171512,"width":0.07247499999999996,"height":0.015151999999999999}},{"text":"interactions","bbox":{"left":0.765709,"top":0.171512,"width":0.07998400000000006,"height":0.015151999999999999}},{"text":"with","bbox":{"left":0.85369,"top":0.171512,"width":0.02852600000000005,"height":0.015151999999999999}},{"text":"environments, with any stakeholder and impact on “culturally-determined user characteristics (…) [that] store","bbox":{"left":0.117686,"top":0.200905,"width":0.764582,"height":0.015151999999999999}},{"text":"and express culturally-determined knowledge” (Rau, Gao & Liang, 2008, p. 287). The risk is high for any","bbox":{"left":0.117686,"top":0.230299,"width":0.7645970000000001,"height":0.015151999999999999}},{"text":"institution that overlooks those differences.","bbox":{"left":0.117686,"top":0.259845,"width":0.296809,"height":0.015151999999999999}},{"text":"Cultural","bbox":{"left":0.176503,"top":0.331701,"width":0.053197999999999995,"height":0.015151999999999999}},{"text":"differences","bbox":{"left":0.238425,"top":0.331701,"width":0.076768,"height":0.015151999999999999}},{"text":"also","bbox":{"left":0.323817,"top":0.331701,"width":0.027917000000000025,"height":0.015151999999999999}},{"text":"determine","bbox":{"left":0.360621,"top":0.331701,"width":0.06946599999999997,"height":0.015151999999999999}},{"text":"what","bbox":{"left":0.438954,"top":0.331701,"width":0.03333799999999998,"height":0.015151999999999999}},{"text":"sells","bbox":{"left":0.480876,"top":0.331701,"width":0.030748000000000053,"height":0.015151999999999999}},{"text":"and","bbox":{"left":0.520444,"top":0.331701,"width":0.025742000000000043,"height":0.015151999999999999}},{"text":"where.","bbox":{"left":0.554915,"top":0.331701,"width":0.04722000000000004,"height":0.015151999999999999}},{"text":"The","bbox":{"left":0.610935,"top":0.331701,"width":0.02560399999999996,"height":0.015151999999999999}},{"text":"differences","bbox":{"left":0.645405,"top":0.331701,"width":0.07659099999999996,"height":0.015151999999999999}},{"text":"between","bbox":{"left":0.730621,"top":0.331701,"width":0.05864400000000003,"height":0.015151999999999999}},{"text":"Renren and","bbox":{"left":0.797994,"top":0.331701,"width":0.08372200000000007,"height":0.015151999999999999}},{"text":"Facebook are intimately tied to the cultural characteristics of the market they reach. Chinese speakers can","bbox":{"left":0.117686,"top":0.361095,"width":0.763919,"height":0.015151999999999999}},{"text":"create accounts on Renren easily, but for people who don’t speak the language, it is hard to do so. On the other","bbox":{"left":0.117686,"top":0.39064,"width":0.764371,"height":0.015151999999999999}},{"text":"hand, for some time, Facebook was not allowed to operate directly in China. This also determines the market","bbox":{"left":0.117686,"top":0.420034,"width":0.763985,"height":0.015151000000000026}},{"text":"scenery.","bbox":{"left":0.117686,"top":0.449428,"width":0.05853399999999999,"height":0.015151999999999999}},{"text":"All this said, the user experience on Renren is much more familiar for the users of China. Unlike","bbox":{"left":0.176503,"top":0.521246,"width":0.7053980000000001,"height":0.015151000000000026}},{"text":"Facebook, it revolves around customization and games. Renren users can even select the cursor they display","bbox":{"left":0.117686,"top":0.550817,"width":0.763885,"height":0.015152000000000054}},{"text":"on their front page, and they have at their disposal a desktop App, something that plays an important role in the","bbox":{"left":0.117686,"top":0.580211,"width":0.764522,"height":0.015151000000000026}},{"text":"popularity of Renren in China.","bbox":{"left":0.117686,"top":0.609605,"width":0.20518099999999995,"height":0.015152000000000054}},{"text":"On the other hand, Facebook may not seem so familiar for users from China. It does not allow such","bbox":{"left":0.176503,"top":0.681575,"width":0.7047820000000001,"height":0.015152000000000054}},{"text":"customizations;","bbox":{"left":0.117686,"top":0.710969,"width":0.10737700000000001,"height":0.015152000000000054}},{"text":"has","bbox":{"left":0.235255,"top":0.710969,"width":0.024670000000000025,"height":0.015152000000000054}},{"text":"lower","bbox":{"left":0.270118,"top":0.710969,"width":0.037349999999999994,"height":0.015152000000000054}},{"text":"branding","bbox":{"left":0.31751,"top":0.710969,"width":0.060821000000000014,"height":0.015152000000000054}},{"text":"and","bbox":{"left":0.388431,"top":0.710969,"width":0.025741999999999987,"height":0.015152000000000054}},{"text":"advertising","bbox":{"left":0.424275,"top":0.710969,"width":0.07511499999999999,"height":0.015152000000000054}},{"text":"rates","bbox":{"left":0.50949,"top":0.710969,"width":0.03461099999999995,"height":0.015152000000000054}},{"text":"inside","bbox":{"left":0.554333,"top":0.710969,"width":0.04030900000000004,"height":0.015152000000000054}},{"text":"the","bbox":{"left":0.604882,"top":0.710969,"width":0.02168199999999998,"height":0.015152000000000054}},{"text":"page;","bbox":{"left":0.636804,"top":0.710969,"width":0.03878899999999996,"height":0.015152000000000054}},{"text":"monetizes","bbox":{"left":0.685765,"top":0.710969,"width":0.069905,"height":0.015152000000000054}},{"text":"more","bbox":{"left":0.765902,"top":0.710969,"width":0.035721,"height":0.015152000000000054}},{"text":"uniformed","bbox":{"left":0.811902,"top":0.710969,"width":0.07064999999999999,"height":0.015152000000000054}},{"text":"publicitations","bbox":{"left":0.117686,"top":0.740363,"width":0.09072900000000002,"height":0.015152000000000054}},{"text":"directed","bbox":{"left":0.21702,"top":0.740363,"width":0.055918999999999996,"height":0.015152000000000054}},{"text":"towards","bbox":{"left":0.281275,"top":0.740363,"width":0.05510100000000001,"height":0.015152000000000054}},{"text":"straightforward","bbox":{"left":0.344765,"top":0.740363,"width":0.10452600000000001,"height":0.015152000000000054}},{"text":"sale, and","bbox":{"left":0.457627,"top":0.740363,"width":0.067056,"height":0.015152000000000054}},{"text":"trading","bbox":{"left":0.53302,"top":0.740363,"width":0.04827199999999998,"height":0.015152000000000054}},{"text":"its","bbox":{"left":0.589804,"top":0.740363,"width":0.015885000000000038,"height":0.015152000000000054}},{"text":"user","bbox":{"left":0.614275,"top":0.740363,"width":0.030133999999999994,"height":0.015152000000000054}},{"text":"statistics","bbox":{"left":0.652863,"top":0.740363,"width":0.06072900000000003,"height":0.015152000000000054}},{"text":"with","bbox":{"left":0.72202,"top":0.740363,"width":0.02852600000000005,"height":0.015152000000000054}},{"text":"large","bbox":{"left":0.759039,"top":0.740363,"width":0.034447000000000005,"height":0.015152000000000054}},{"text":"companies.","bbox":{"left":0.801941,"top":0.740363,"width":0.07990699999999995,"height":0.015152000000000054}},{"text":"Besides, users inside the network tend to focus on popularity over expression.","bbox":{"left":0.117686,"top":0.769946,"width":0.5392990000000001,"height":0.015152000000000054}},{"text":"All this makes Facebook popular in the US: its users are not very tolerant to the amount of direct","bbox":{"left":0.176503,"top":0.841764,"width":0.705459,"height":0.015152000000000054}},{"text":"advertisement you may see in Renren and for what we know, it looks like it seemed to make more sense for","bbox":{"left":0.117686,"top":0.871153,"width":0.7635460000000001,"height":0.015152000000000054}}],"images_bbox":[],"images_bbox_not_text_overlap":[]}