The Effects of Product Knowledge and Internet Experience on Online Shopping Behavior

Thanks to tremendous growth of e-commerce and the advancement of Internet infrastructure, the online shopping medium has become a staple in many world economies. The present study examines how the consumer’s product knowledge and Internet experience affect the level of uncertainty and perceived risk. Potential dimensions of product knowledge and Internet experience are developed and examined. Their effects on uncertainty and risk perception are proposed. An add-on model linking product knowledge, Internet experience, uncertainty, risk, trust, and purchase intention is developed. The add-on model is incorporated into an existing model of online shopping process (NetShop). The revised overall model suggests how online shopping intention can be affected by the level of product knowledge and Internet experience, via their effects on uncertainty and perceived risk, as well as the three original factors, interactivity, transaction, and fulfillment.