本研究以實驗室實驗法進行研究，並以自行開發之實驗網頁來模擬網路購物情境。研究結果發現，『產品圖像呈現』對不同向度之『知覺風險』與『資訊搜尋策略』有顯著影響。『互動性高之立體圖像』（虛擬實境）對降低『績效風險』明顯優於『互動性低之立體圖像』與『平面圖像』。『線上資訊回覆』（即時回覆系統）對『知覺風險』的影響則未見顯著。『廣告代言策略』對不同向度之『知覺風險』與『資訊搜尋策略』皆有顯著差異。其中，『專家代言』在幾項知覺風險中的降低效果皆強於『明星代言』與『名廠商交換廣告』。『網頁呈現資訊量』對不同向度之『知覺風險』與『資訊搜尋策略』之影響只獲部分實驗支持。但，研究發現：『網頁呈現資訊量』與『產品圖像呈現』對『心理風險』及『績效風險』的交互影響顯著。此外，本研究加入之干擾變數『產品涉入』，搭配『網站特性』，對不同向度之『知覺風險』與『資訊搜尋』有顯著交互效果。『主觀產品知識』的交互效果主要顯現於『資訊搜尋策略』。『網路購買經驗』與『產品購買經驗』則是影響『知覺風險』較多。
本研究試圖結合資管與行銷之研究領域，盼能建立一網路消費者行為之整體架構，以開拓許多網路消費者行為尚未開發之範疇。最後並提出實務建議，期盼網路業者善用媒體網站特性與資訊科技降低消費者購物風險，以及加強網站資訊呈現之內容與豐富性，此外，亦可應用傳統廣告策略於網頁上，建立起網站之特色。

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