This study is based on Hofstede’s cultural dimensions, and it researched e-commerce platforms for selling sports fan goods. This study answers for the question: which cultural dimensions influence on the choice and evaluation of a platform?
For the study, respondents from Taiwan and Russia were interviewed; the total sample was 78 respondents (65 was reliable). The questions in the questionnaire were formulated on the basis of cultural dimensions (Uncertainty Avoidance, Individualism/Collectivism, Masculinity/Femininity, Power Distance) and each dimensions were separated for the cultural oriented heuristics (behavioral patterns related to cultural backgrounds). In addition, the questions were asked for particular platforms (official websites of sports teams; official websites of technical sponsors producing sports equipment; official accounts of sports teams in social networks; online stores and intermediary websites).
As a result, it was found that cultural differences in choosing an e-commerce platform for selling sports fan goods exist exclusively within Uncertainty Avoidance and Individualism/Collectivism cultural dimensions. At the same time, not all heuristics are applicable for different cultures, and these differences are not used with all the platforms that was studied. Therefore, when a sports team selects a platform and customizes an interface, not every cultural aspect should be used.
