Keywords: Web site design
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Journal Articles
Online Information Review (2011) 35 (2): 237–254.
Published: 19 April 2011
... implications The paper concludes that non‐rational assessment factors are important boundary conditions to the validity of the technology acceptance model. To attract users, web site designers should be more aware of aesthetics and the hedonic nature of web users. Originality/value This study has...

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