This paper explores the relationship between web site design, public relations strategy, and a consumer’s intention to return to a web site. This relationship is defined through a model that explores the influence of information satisfaction, particularly when the web site design is congruent with the consumer’s expectations. The public relations dimension extends the consumer web site design model by interjecting a long-term focus on relationship building that organizations will need to make electronic commerce a viable investment in information technology resources. This is significant because it recognizes the importance of developing loyalty and trust online.
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