This paper presents the results of an examination of perceived risk and consumer intention to purchase online sport product. Three sport product types were examined: personal sporting goods, team merchandise, and event tickets. The research found that although product type. purchase decision involvement, and Internet involvement had no effect on online purchase intention, both gender and innovativeness did. Similarly the genders and high and low innovators were discriminated between by different risk constructs. Implications for management are discussed and limitations of the research identified.