Purpose – Many audiences might view wine brand web sites as complex or unapproachable. Wine drinking is no longer a pastime of the affluent and elite; rather, it is increasingly popular among younger consumer groups and those from broader socio‐economic backgrounds. In order to communicate...

This paper develops a model to measure people’s perception of web pages based on the premise that the World Wide Web is a persuasive technology intentionally designed to change a person’s attitudes and behaviors. The model, derived from the persuasion literature, particularly appraisal...