Empirical Classification of Web Site Structure: A Cross-National Comparison

Cross-Cultural Buyer Behavior

ISBN: 978-0-7623-1412-6, eISBN: 978-1-84950-485-0

ISSN: 1474-7979

Publication date: 2 May 2007


This study develops a typology of web site structure and then makes a cross-national comparison between Korea and Australia. Using a content analysis method, the study classifies 383 corporate web sites based on the typology. The study identifies two general types of web site structure: the hypermedia type and static image type and uses cluster analysis and discriminant analysis to verify the results. The study then tests predictions as to which type of web site will be more prominent in Australia versus Korea based on cultural factors. Results show that Korean firms employ the hypermedia type more frequently, whereas Australian companies are more prone to use the static image type. Cultural factors and industry-based factors are used to explain the results.


Suh, K., Taylor, C. and Lee, D. (2007), "Empirical Classification of Web Site Structure: A Cross-National Comparison", Taylor, C. and Lee, D. (Ed.) Cross-Cultural Buyer Behavior (Advances in International Marketing, Vol. 18), Emerald Group Publishing Limited, Bingley, pp. 271-292. https://doi.org/10.1016/S1474-7979(06)18012-6

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