An REU at Florida International University (EEC 9619728), “Multifaceted Research Experience for Industrial Engineering Undergraduates,” is studying how the average citizen uses the World Wide Web and developing new interface designs to enhance the efficiency and effectiveness with which the general population can accomplish their goals. One project investigated the emerging field of customer relationship management. As commerce gravitates to the Internet, several changes have become apparent. Traditional companies have begun to retake market share because of their reputations for quality products, reliable fulfillment, and good customer service. And new technologies for providing service have emerged, such as on-line chat with customer service agents and Internet telephony. However, a constraint on the growth of e-commerce is the customer's fear of losing control of personal information. This project investigated shopping behavior in a simulated e-commerce environment. Potential on-line customers were shown several on-line stores and were able to shop at any of them. Stores differed in terms of the visibility of the privacy policy, different types of customer service, reputation management components such as product ratings and/or testimonials from previous customers and others. The results of this investigation established quantitative data on the effects of these components. It is significant to note that these are pre-purchase effects so that no customer actually used the customer service or lost control of their personal information. However, the mere assurance of good protection and service from the presence and prominence of this feature significantly affected purchase behavior and the satisfaction of the consumers with their shopping experience.