Electronic commerce is an area of complex interaction among the disciplines. In the expanding world of electronic markets, IT provides the enabling technology while strategy and marketing drive the process. Knowing more about our customers, however, helps us all understand expectations and gauge satisfaction. This exploratory research looks at the use of web site feedback mechanisms and two views of consumer behavior, the Consumer Decision Model and Russell's Model of Affect. Results of the study show that while customer confidence and brand attitudes logically influence outcomes per the decision model, the Web commerce experience also includes emotional elements of Russell's model. These affective factors influence buying intention and long-term commitment to the media and the supplier.