Profiling user responses to commercial websites

John Eighmey

Research output: Contribution to journalArticle

256 Scopus citations


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 languageEnglish (US)
Pages (from-to)59-66
Number of pages8
JournalJournal of Advertising Research
Issue number3
StatePublished - Dec 1 1997

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