Knowledge and Trust in E-consumers' Online Shopping Behavior

Consumer trust is a critical enabler to the success of online retailing and 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 between 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 userspsila trust in online shopping.

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