Comparing cultural differences in trading website Management between Mainland China and Taiwan

摘要

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.