Table 1. Average time for forming a first impression.

95

Table 2. First impression themes.

98

Table 3. First impression frequency counts.

99

Table 4. Median first impression ratings.

99

Table 5. Research question 2 (orientation) main themes.

103

Table 6. Research question 2 (Web siteorganization) frequency counts.

105

Table 7. Research question 2 (Web siteorganization) median ratings.

106

Table 8. Research question 3 (confusing elements) main themes.

108

Table 9. Research question 3 (navigation) frequency counts.

109

Table 10. Research question 3 (navigation) median ratings.

110

Table 11. Research question 4 (conservationof visitors) main themes.

111