ABSTRACT
This study compares Hofstede’s four dimensions of culture (collectivism/individualism, power distance, masculinity/femininity, and uncertainty avoidance) and their impact on personal Web usage behaviors between two samples of natives of Thailand and natives of the United States. An initial sample of 79 Thai top-level managers and 100 Thai employees was compared to a similar sample of 94 U.S. top-level managers and 116 U.S. employees. The results support the existence of cultural differences between the two samples in terms of three of Hofstede’s cross-cultural dimensions, with the masculinity/femininity dimension as the exception. Evidence suggests that personal Web usage activities could be influenced by cultural factors and that management must take those cultural factors into consideration when developing an interorganizational Internet usage policy.
