{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,24]],"date-time":"2025-10-24T07:53:27Z","timestamp":1761292407581,"version":"3.38.0"},"reference-count":15,"publisher":"SAGE Publications","issue":"4","license":[{"start":{"date-parts":[[1998,12,1]],"date-time":"1998-12-01T00:00:00Z","timestamp":912470400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Hum Factors"],"published-print":{"date-parts":[[1998,12]]},"abstract":"<jats:p> Graphical user interface guidelines have been developed predominantly in English-speaking countries, but aspects related to culture (e.g., local metaphors, symbols, color, and flow) are not universal and have received little or no attention. Even though the reading and writing flow of languages such as English, Japanese, and Chinese differ widely, most software interfaces do not take account of this. In this paper we investigate the effectiveness of menu flow or menu orientation in both the Chinese and English languages for Chinese users. The experimental results indicate that for the Chinese population, a horizontal menu in either language is more effective than the vertical orientation. Thus item differentiation in menus is best performed when the natural flow of the user's native language is broken through a transformation process similar to a matrix transpose. Even though we did not investigate search strategies explicitly, we hypothesize that the primary reason for the difference lies in the scanning patterns adopted by the Chinese population in search tasks so that there is no mismatch in the reading metaphors. Applications of this research include the design of culturally and linguistically adapted human-computer interfaces for Chinese users. <\/jats:p>","DOI":"10.1518\/001872098779649373","type":"journal-article","created":{"date-parts":[[2007,1,25]],"date-time":"2007-01-25T05:21:14Z","timestamp":1169702474000},"page":"569-576","source":"Crossref","is-referenced-by-count":19,"title":["Effectiveness of Menu Orientation in Chinese"],"prefix":"10.1177","volume":"40","author":[{"given":"Heloisa Martins","family":"Shih","sequence":"first","affiliation":[{"name":"Hong Kong University of Science and Technology, Clear Water Bay, Hong Kong"}]},{"given":"Ravindra S.","family":"Goonetilleke","sequence":"additional","affiliation":[{"name":"Hong Kong University of Science and Technology, Clear Water Bay, Hong Kong"}]}],"member":"179","published-online":{"date-parts":[[1998,12,1]]},"reference":[{"doi-asserted-by":"crossref","unstructured":"Backs, R., Walrath L. & Hancock, A. (1987). Comparison of horizontal and vertical menu formats. In Proceedings of the Human Factors Society 31st Annual Meeting (pp. 715\u2013717). Santa Monica, CA: Human Factors and Ergonomics Society.","key":"atypb1","DOI":"10.1177\/154193128703100705"},{"volume-title":"The psychology of human-computer interaction","year":"1983","author":"Card, S. K.","key":"atypb2"},{"volume-title":"Global interface design","year":"1995","author":"Fernandes, T.","key":"atypb3"},{"volume-title":"Humans in complex control tasks: Mental model development and use","year":"1990","author":"Goonetilleke, R. S.","key":"atypb4"},{"doi-asserted-by":"publisher","key":"atypb5","DOI":"10.1016\/0953-5438(94)90025-6"},{"doi-asserted-by":"publisher","key":"atypb6","DOI":"10.1145\/255950.153670"},{"volume-title":"Workshop notes). Presented at HCI International \u203295 in Yokohama","author":"Marcus, A.","key":"atypb7"},{"volume-title":"Principles and guidelines in software user interface design","year":"1992","author":"Mayhew, D.","key":"atypb8"},{"key":"atypb9","first-page":"39","volume-title":"Designing user interfaces for international use","author":"Nielsen, J.","year":"1990"},{"doi-asserted-by":"crossref","unstructured":"Russo, P. & Boor S. (1993). How fluent is your interface? Designing for international users. In Human Factors in Computing Systems- INTERCHI \u203293 (pp. 342\u2013347). Amsterdam: IOS.","key":"atypb10","DOI":"10.1145\/169059.169274"},{"doi-asserted-by":"publisher","key":"atypb11","DOI":"10.1037\/0033-295X.84.2.127"},{"volume-title":"Designing the user interface","year":"1992","author":"Shneiderman, B.","key":"atypb12"},{"doi-asserted-by":"publisher","key":"atypb13","DOI":"10.1037\/h0075814"},{"key":"atypb14","first-page":"189","volume-title":"Designing user interfaces for international use","author":"Sukaviriya, P.","year":"1990"},{"volume-title":"Engineering psychology and human performance","year":"1992","author":"Wickens, C. D.","key":"atypb15"}],"container-title":["Human Factors: The Journal of the Human Factors and Ergonomics Society"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1518\/001872098779649373","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1518\/001872098779649373","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,3,10]],"date-time":"2025-03-10T13:09:55Z","timestamp":1741612195000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1518\/001872098779649373"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[1998,12]]},"references-count":15,"journal-issue":{"issue":"4","published-print":{"date-parts":[[1998,12]]}},"alternative-id":["10.1518\/001872098779649373"],"URL":"https:\/\/doi.org\/10.1518\/001872098779649373","relation":{},"ISSN":["0018-7208","1547-8181"],"issn-type":[{"type":"print","value":"0018-7208"},{"type":"electronic","value":"1547-8181"}],"subject":[],"published":{"date-parts":[[1998,12]]}}}