online user behavior, 36–39

organization-public relationships

assessment, 50–52

commitment, 49–51, 53, 73, 75, 118–122, 150

conceptualizations, 48–50

dialogue, 74–76, 129–134, 147, 150, 160

dimensions, 49–51

involvement, 49, 51, 73, 75, 122–126, 150

openness, 49, 51, 53, 74–75, 126–130, 150

role of Web sites, 54–55

strategies for building and maintaining, 53–54

trust, 49, 51, 75, 88, 112–117, 150, 156

typologies, 52–53

orientation step, 37, 68–69, 73, 103–109, 143–144, 146–147, 150

packet switching, 26–27

prominence-interpretation theory, 45, 61, 88

publics, 10

reader-response theory, 8, 10

relationship management theory of public relations. See organization-public relationships

research questions, 72–76

spatial dimension, 58–60, 77, 150, 155

Stanford Web Credibility Lab, 44, 46

TCP/IP, 27–28

temporal dimension, 58–59, 66–70, 72, 77, 141, 150

time and space, 58

Web site atmospherics, xx, 45

Web site design, 39–40, 56, 63

Web site experience, 6–9, 11

Web site experience analysis (WEA), 80–83, 151, 157, 159

Web site experience mapping, 71, 141, 151, 155

Web site metaphor, 62

Web site usability, 36–40, 67–71, 79–81, 142, 144, 146, 148, 159

World Wide Web

definition, 3–4, 30–32

history, 24–30