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Abstract

This article argues that individual Web sites form hyperlink–affiliations with others for the purpose of strengthening their individual trust, expertness, and safety. It describes the hyperlink–affiliation network structure of Korea's top 152 Web sites. The data were obtained from their Web sites for October 2000. The results indicate that financial Web sites, such as credit card and stock Web sites, occupy the most central position in the network. A cluster analysis reveals that the structure of the hyperlink–affiliation network is influenced by the financial Web sites with which others are affiliated. These findings are discussed from the perspective of Web site credibility.