This article describes a method of examining user perceptions of commercial web sites on the World Wide Web. It explains the rationale and approach of the method and presents results from a pilot study and a field application. The results of both studies show how user perceptions are revealing of the strengths and weaknesses of commercial web sites as a means of providing consumers with information about companies and their products.
|Original language||English (US)|
|Number of pages||8|
|Journal||Journal of Advertising Research|
|State||Published - Dec 1 1997|