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The growth of electronic commerce, in particular business-to-consumer, has been explosive during the last few years. Until recently, the Web community has been a male dominated western-oriented society, with the design of Web sites reflecting that homogenous audience. Using an adapted version of Hofstede's dimensions as a means of differentiation, this study explores the perception and satisfaction levels of one hundred and sixty subjects on four web sites. Analysis indicates that perceptiondoi:10.1145/506740.506744 fatcat:nuyfzurwc5bihle2h6mak2bhmq