The purpose of this study is to find out the characteristics of the web site that internet users prefer. The three factors studied in this research are types of banner ad, web localization and types of product while the dependent variables which were measured are attitude toward the site and attitude toward the brand. Lab experiments were conduct in Thailand and Taiwan by asking the test subjects to browse the manipulated versions of Kodak web sites consisting of different types of banner ad and types of product and then complete the information searching task questions. Each subject browsed the standardized web site and localized web site consequently; after finish browsing each web site, attitude toward the site and attitude toward the brand were measured. The data analysis results show that animated banner ad, localized version of web site and high product involvement lead to higher attitude toward the site which has a positive relationship to attitude toward the brand.

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