本研究採實驗室實驗法進行，藉由網路商店購物的情境模擬，以研究者自行開發的網路商店網站作為實驗標的，從中操弄各項變數，並透過線上問卷的方式收集資料，對以上的問題加以分析，研究結果發現：
一、 「資訊展現格式」搭配不同的產品線索確實對「購買意願」有顯著的影響。
二、 「品牌」、「價格」、「功能規格」等展現格式確實對於「購買意願」有顯著的影響，並且品牌知名度、功能規格對於購買意願的影響是正向的，價格對於購買意願的影響則是反向的。
三、 不同資訊展現格式對購買意願影響，在三種格式中，以品牌展現格式對於購買意願的影響程度較大，價格展現格式次之，影響程度最小的為功能規格展現格式。
四、 當消費者所重視的顯要屬性不同時，顯要屬性對購買意願具有顯著的調節效果。同時顯要屬性在資訊展現格式對購買意願間的影響亦具有顯著的調節效果。
本研究結合了資訊管理與行銷管理的領域，延伸資訊展現格式在網路商店的應用，對於網路商店業者的經營有所貢獻，同時提供未來後續網路行銷的研究方向。

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