Abstract:

Many large businesses are now using their web sites and the Internet as part of their marketing strategy. The influence that a company’s web site can have on the image that company portrays to its customers has become increasingly important and research is increasing in this area. Navigation and how easy a website is to use is important in how a web site is received by users, navigation therefore is a key challenge for websites designers. This paper presents a study which investigates the influence of a company web sites and in particular navigation features of a company web sites on customers’ and potential customers’ perception of the company image.