"This paper is a comparative case study
using Hofstede’s theory to explore cultural differences
in trading website management between Mainland
China and Taiwan. Taobao.com and Yahoo! Taiwan
are the selected cases. This study collected 3,243
credit appraisals of the auctioneers whose sales ranked
the first among eight fields of industry, respectively.
To conclude, five propositions were formulated: In
comparison with mainland China, Taiwan trading
website communities have lower power distance and
higher uncertainty avoidance. They tend to be
individualism-oriented and long-term oriented. Of
particular note, there are slightly differences in terms
of masculinity vs. femininity. "
The 9th Conference on Service Systems and Service Management (ICSSSM12) (IEEE)