Voice of the Users: A study of software feedback differences between Germany and China

Abstract

App stores, product forums and social media form important channels for software users to communicate with developers and other users. Through their feedback users can share ways they want software to improve, get help and recommend their favourite applications. These online channels are popular around the world, yet, there has been limited research into how their use is impacted by cultural differences between software users from different countries. In this study, we investigate the differences in feedback behaviour and attitudes between software users in Germany and China. Through 1,376 user surveys, we show statistically significant differences in the feedback channels each country use, what motivates their feedback, the reasons they don’t give feedback and potential new methods to encourage feedback. These differences are analysed through the lens of the Hofstede cultural model, looking in particular at the dimensions of individualism and power distance where Germany and China differ significantly. The findings in this paper give valuable insights on how each country uses online feedback channels and potential ways the channels can be adapted to better suit their distinct cultures.