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Abstract
Cultural characteristics of an online virtual community (VC) are compared with cultural characteristics of Thai society (TS). Cultural characteristics are analyzed using Hofstede's dimensions and data from a sample of 369 Thai citizens who are active members of a VC. Also, associations between cultural characteristics and personal characteristics (gender, age, education, VC experience, and work position) were examined in both contexts. The findings indicate (1) individualism, masculinity, and indulgence are more evident in TS than in a VC; (2) in a VC, there were no significant differences between males and females. In TS, males placed more emphases on power distance and uncertainty avoidance and less on long term orientation; and (3) in a VC, only age and experience were associated significantly with cultural dimensions. In TS, work position was the only characteristic that was not associated significantly with cultural dimensions. Practical implications of the findings are discussed.
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