Abstract
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) |
|---|---|
| Pages (from-to) | 59-66 |
| Number of pages | 8 |
| Journal | Journal of Advertising Research |
| Volume | 37 |
| Issue number | 3 |
| State | Published - Dec 1 1997 |