This paper reports a study of the influence of website design and repeated exposure to websites on user judgment. Thirty respondents participated in this study; each respondent viewed three websites on three occasions, with a two-week gap between each visit. The three websites differed at their interactivity level; a basic site with limited interactivity, an interactive website with customization features, and a highly interactive website with a virtual agent. Several criteria were assessed through questionnaires. Interviews were conducted to support questionnaire results. Finally, the relative importance of the quality criteria and websites overall preferences were investigated. Results showed that respondents were more positive about the websites with higher interactivity, and the preference for the more interactive site increased over time.