Web site design involves anticipating and understanding receivers' reactions to various web site attributes and using this information to make web Sites more useful and satisfying for them. The study assessed objective and subjective characteristics via surveys of information technology experts and non-experts. Results from the study demonstrated associations between web Site attributes and user reactions in at least two ways. First, results demonstrate the importance of message content and form in explaining variance in perceived usefulness and perceived ease-of-use constructs. Second, the results indicate that experts and non-experts differ in their perceptions, overall evaluations, and satisfaction with web sites.