Volume 4 Number 1 (Jan. 2009)
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JCP 2009 Vol.4(1): 11-18 ISSN: 1796-203X
doi: 10.4304/jcp.4.1.11-18

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

Chih-Chien Wang123
1Graduate Institute of Information Management, National Taipei University, Taiwan
2Department of Information Management, Nan-Ya Institute of Technology, Taiwan
3Department of Industrial Engineering, Chung-Yuan Christian University, Taiwan


Abstract—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.

Index Terms—Knowledge, trust, online shopping, empirical study.

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Cite: Chih-Chien Wang, Chun-An Chen, Jui-Chin Jiang, "The Impact of Knowledge and Trust on E-Consumers’ Online Shopping Activities: An Empirical Study," Journal of Computers vol. 4, no. 1, pp. 11-18, 2009.

General Information

ISSN: 1796-203X
Abbreviated Title: J.Comput.
Frequency: Monthly
Editor-in-Chief: Prof. Liansheng Tan
Executive Editor: Ms. Nina Lee
Abstracting/ Indexing: DBLP, EBSCO,  ProQuest, INSPEC, ULRICH's Periodicals Directory, WorldCat, CNKI,etc
E-mail: jcp@iap.org
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