TY - CHAP AB - 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. VL - 18 SN - 978-1-84950-485-0, 978-0-7623-1412-6/1474-7979 DO - 10.1016/S1474-7979(06)18012-6 UR - https://doi.org/10.1016/S1474-7979(06)18012-6 AU - Suh Koo-Won AU - Taylor Charles R. AU - Lee Doo-Hee ED - Charles R. Taylor ED - Doo-Hee Lee PY - 2007 Y1 - 2007/01/01 TI - Empirical Classification of Web Site Structure: A Cross-National Comparison T2 - Cross-Cultural Buyer Behavior T3 - Advances in International Marketing PB - Emerald Group Publishing Limited SP - 271 EP - 292 Y2 - 2024/03/29 ER -