How 352 Japanese university students regard web-site information was investigated by two kinds of survey. Application of correspondence analysis and cluster analysis to the questionnaire responses to the web-site advertisement showed students regarded a web-site as a new alien medium which is different from current media. Students regarded web-sites as simply complicated, intellectual, and impermanent, or not memorable. Students got precise information from web-sites but they did not use it in making decisions to purchase goods.
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