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Internet has made it easier for firms to collect consumer information. However, consumers are reluctant to provide personal information or tend to provide false information online because of their concern of the privacy violation risks. Researchers have proposed several instruments to assuage consumers' privacy concern, and to induce them to provide personal information. However, the effectiveness and applicability of these instruments regarding firm's reputation have yet been sufficiently assessed. This study employed a 2*2*2 experimental design to examine the effects of reputation, fair information practices, and reward on the online consumer behavior of volunteering two types of personal information - demographic and personal identifiable information - on the Internet. Theoretical and practical implications of findings were drawn.