ISSN : 1796-203X
Volume : 4    Issue : 1    Date : January 2009

The Impact of Knowledge and Trust on E-Consumers’ Online Shopping Activities: An Empirical Study
Chih-Chien Wang, Chun-An Chen, and Jui-Chin Jiang
Page(s): 11-18
Full Text:
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Lack of consumer trust is a critical obstacle to the success of online retailing. Knowledge is one
important factor influencing the level of trust. However, there is no consensus on the relationship
between knowledge and trust. Some studies argued a negative relationship between knowledge and
trust while the others argued positive. This study discussed the relationship among knowledge, trust in
online shopping, and the intention to go shopping online. The results revealed that knowledge is
positively associated with trust and online shopping activities. In other words, people who know more
about online shopping will trust and go shopping more online. Online retailing practice should make the
public knowledgeable about online transaction security mechanisms to build users’ trust in online

Index Terms
knowledge, trust, online shopping, empirical study