{'fraction_non_alphanumeric': 0.01532033426183844, 'fraction_numerical': 0.002785515320334262, 'mean_word_length': 4.991666666666666, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
ONLINE SERVICES AND CULTURAL DIVERSITY : APPLYING HOFSTEDE ’ S FRAMEWORK TO PREDICT POTENTIAL DESIGN ISSUES

The spread of Internet has brought great opportunities to online service providers, but also new challenges. One is to take the cultural background of the individual customer into account. This paper explores the potential use of Hofstede’s cultural framework as a tool to predict potential issues in cross-cultural service marketing on the Internet. The study was performed through a qualitative analysis of how a total of 47 online services have been shaped in four countries. The results of the evaluation indicate that Hofstede’s cultural framework can be used in a set of tools to design online services.