針對上述相關議題，本研究透過實驗室實驗法，模擬WWW網路購物情境，以自行開發的實驗網站為實驗標的，從中操弄各項變數，並藉由線上問卷收集資料的方式，對上述問題詳加探討，並期望能對網路購物在實務上有所貢獻。本研究結果發現：
一、網路購物環境中，品牌形象對知覺風險及購買意願有顯著的影響。較高的品牌形象能有效降低消費者的知覺風險，並提高購買意願。
二、網路購物環境中，品牌形象確實對知覺風險及購買意願有顯著的影響。較高的品牌形象能有效降低消費者的知覺風險，並提高購買意願。
三、網路購物環境中，退錢保證確實對知覺風險及購買意願有顯著的影響。提供退錢保證能有效降低消費者的知覺風險，並提高購買意願。
四、對網路購物的知覺風險會影響消費者的購買意願。當消費者的知覺風險較高時，其購買意願則較低。反之當消費者的知覺風險較低時，其購買意願則較高。
本研究探討網路商店之經營策略，提供業者在進入網路商店產業時的參考，並對正在經營中的業者有所建議；在學術方面，本研究結果可提供進行相關研究的基礎，同時也提供知覺風險與網路購物的後續研究方向。

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