ENHANCING THE CONSUMER DESIGN WEB SITE MODEL THROUGH INTEGRATED PUBLIC RELATIONS STRATEGY

This paper explores the relationship between Web site design, public relations strategy and a consumer’s intention to return to a Web site. The relationship is defined through a model that explores the influence of information satisfaction, particularly when the Web site design is congruent with the expectations of the consumer. The public relations dimension extends the consumer Web site design model by interjecting a longterm focus that organizations will need in order to make electronic commerce a viable investment of information technology resources.