Within large sites, Web users are often unaware when they have moved to a different site. Two experiments are reported that examine Web site dimensions influencing judgments a visitor makes regarding site identity. In experiment 1, users were asked which dimensions they used to make site identity judgments. These dimensions include: logos, navigation, page layout, background, type style, topic, heading, and graphics. In experiment 2, regression analyses were used to identify which dimensions were used the most effectively. Differences were noted for experienced versus inexperienced users and for Web pages that were on the same site versus different site.
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