The Impact of Knowledge and Trust on E-Consumers’ Online Shopping Activities: An Empirical Study

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 shopping.