Examining hyperlink networks among Websites: Interorganizational network perspective (Korea)

The purpose of this dissertation was to investigate the influences behind the formation of interorganizational networks on the web. The following research questions were raised: (RQ 1) How are interorganizational network structures based upon shared hyperlinks among websites associated with the number of visitors and the perceptions of website's credibility?, and (RQ 2) When deciding a hyperlink with other websites, how important do webmasters think their credibility is in terms of (1) trustworthiness, (2) expertise, and (3) safety? In other words, the purpose of this research was to examine the structure of an emerging hyperlink network among websites and the factors affecting this pattern.; In order to answer these questions, this dissertation used interorganizational network theory and multiple methods: network analysis and survey research. For research question one, the 50 most frequently visited Korean websites were taken as the sample. This research examined the structure of the hyperlink network, the number of visitors and the perceptions of each website's credibility. To answer research question two, a survey was conducted with 64 Korean webmasters.; The results of research question one suggest that portal websites (or search engines) have the most incoming and outgoing hyperlinks in the network. Due to high density, the 50 websites were clustered into one large cluster and four small groups. In other words, the 50 websites generally form a single group. Website credibility perception was theoretically assumed as the antecedent factor that determined the hyperlink networks among the websites. The structure of hyperlink networks was significantly related with visiting behavior and perceived website credibility.; The results of research question two suggest that what makes webmasters form hyperlink-networks with others is the perceived credibility of other sites. The results indicate that webmasters consider the credibility of hyperlinked websites more important than average when deciding to hyperlink. In particular, the “usefulness” item had the highest score, indicating that websites are more likely to hyperlink with websites having practical contents, information, or services. Additionally, the qualitative analysis reveals that hyperlinking motivations and advantages are largely grouped into two dimensions, navigational functionality and business purpose.