Navigating a car in an unfamiliar country using an internet map: effects of street language formats, map orientation consistency, and gender on driver performance, workload and multitasking strategy

Navigating a car in an unfamiliar country becomes one of the major concerns with driving safety. Existing studies mainly used survey, focus group and statistical analysis to study this problem. Although the navigation system (e.g. GPS) gains an advantage in providing navigation assistances, paper maps and particularly internet maps are one of major ways for navigating in an unfamiliar area. This study is one of a few experimental studies which addressed a typical multitasking driving behaviour (driving and navigation task) in a cross-culture context. Twenty-four native American-English speakers navigated a driving simulator in urban environments which involved three formats of language settings of the street signs (English, Chinese or no street signs) and two types of map orientation consistency (driving from south to north vs. driving from north to south with a north-up map). It was found that female drivers made more wrong turns only with Chinese street signs but not in the other two conditions compared to male drivers. This indicated that female drivers actually behaved differently from male drivers in an unfamiliar driving environment with unfamiliar street names language. Both male and female drivers benefited from English street signs and reported higher driver workload with Chinese street signs. Interestingly, the average glance duration of maps with Chinese street signs was significantly less than that with English street signs, indicating that even though Chinese language belongs to ideograph with graphical information, its graphical information was not that helpful in assisting navigation task. In addition, female drivers had more instances of collisions with other vehicles, a longer distance of deviation from central line position, higher driver workload and a longer time period of map glance duration. For the main effect of map consistency, drivers made more wrong turns and perceived higher driving workload when they drove with inconsistent maps. Further implications of the current study in transportation safety of globalisation were also discussed, including improvement of street sign infrastructures and optimal ways of using and designing internet maps for drivers navigating in an unfamiliar country.