In the mediated model, it was confirmed that performance and psychological dimensions of perceived risk and trust are in a very close, inseparable relationship, and this finding is consistent with other studies (Johnson-George & Swap, 1982; Olivero and Lunt,2004). From a managerial perspective, to reduce the perceived performance risk, a firm may consider ways to reduce discrepancies in product appearance, specification, and quality as advertized in the online Website. For example, Matsuhita Electric Works has decided to allow consumers to design their kitchen in virtual reality and choose matching appliances (Haag & Cummings, 2009). Likewise,a CAVE (cave automatic virtual environment) provides a 3D virtual reality room where one can even talk with a remotely located sales person, feeling that she is in the same room. Similar technologies,such as hepatic interfaces and custom-fit clothes through biometrics, are evolving to overcome the limitations of online shopping.As another way to reduce performance risk, firms may utilize active marketing, online advertising, and promotional activities in order to attract consumers by emphasizing that the quality and performance of the products purchased online is as good as that of those purchased offline. For example, firms can promote the active participation of existing shoppers through a discussion board where they can post reviews indicating that their purchased products met their expectations. This may reduce the risk associated with product discrepancy.