Does Culture Influence Web Site Quality Expectations?
研究了文化（通过霍夫斯泰德文化维度测量）与网站质量期望（通过WEBQUAL工具测量）之间的关系，发现男性气质和长期导向两个文化维度与更高的网站质量期望相关，对电子服务的全球化有管理启示。
This article investigates the link between culture and Web site quality expectations. Web site quality is measured through a recently developed instrument (WEBQUAL), whereas culture is measured through Hofstede’s cultural dimensions. The analysis reveals that two cultural dimensions (masculinity and long-term orientation) are associated with higher Web site quality expectations. The findings have important managerial implications for globalization of e-services.