The study reported in this paper employed a combination of web-based content analysis and web-assisted personal interviews to identify key characteristics of Web sites and how consumers perceive them. The extent of site characteristics found via the content analysis showed no major differences among the three designated computer manufacturers' Web sites. On the other hand, the user perception of these site characteristics, obtained through in-depth interviews, provided a different outcome. Discussion on the incongruence between objective Web site characteristics and subjective perception is provided. Theoretical and methodological concerns and suggestions for future research are also addressed.