互联网环境下，由于信息不对称，客户在进行网络购买时心理会呈现出一定的特点。本文从客户购买行为的感知风险以及为了克服感知风险而进行的信息搜寻行为入手，探讨感知风险的维度与网站信息呈现内容要素之间的对应关系，以及信息搜寻与网站信息呈现方式之间的对应关系。并通过调查问卷的形式对上述观点进行了证实。结合实际提出关于B2C网站信息呈现优化的初步建议：通过全面提供产品信息、设置用户评论功能和建立个性化的网站信息线索功能等降低客户的感知风险，尤其是功能感知风险，旨在建设更为多样化的信息互动平台和更透明的电子购物环境。

This paper studies the relations among information presentation, perceived risk and information search, and how perceived risk influent the content of information presentation and the factors of information search influent ways of information presentation. The functional risk is the major part who plays an important role among all the risks and the information presentation of B2C web sites should focus on how to reduce the functional risk for their customers. Pictures are important as way of information presentation. This paper conducted an empirical research through survey, showing a result of the importance ranking of all information presentation factors, which supported the conclusion above. Finally gives a suggestion about how to improve the information presentation of B2C web sites, by lowing perceived risk (Especially the functional risk ) with different ways of information presentation.