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Enriching the consumer knowledge: an examination between in-store buying vs. online-store buying drawing on TAM model

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  • Jihua Sun
  • Lin Shi

Abstract

Consumer knowledge is crucial for both in-store and online shopping experiences, where in-store aids in making informed decisions about product quality, pricing, and suitability, while online shopping supports navigating vast options with a capability of reliable user experience. This study conducts a comparative analysis of how in-store (InS) and online shopping intention can influence consumers' buying behaviour with the mediation of consumer knowledge (CK), along with the moderation of ease of use (EoU) and trust factor (TF). This study revealed that in-store buying and online shopping both trigger consumer behaviour, whereby online shopping is highly preferable by consumers due to ease of use. However, trust is a critical factor that is lacking in online shopping but is higher in in-store shopping. Finally, consumer knowledge also mediates the relationships among the nexus of buying intention and buying behaviour of the consumers.

Suggested Citation

  • Jihua Sun & Lin Shi, 2026. "Enriching the consumer knowledge: an examination between in-store buying vs. online-store buying drawing on TAM model," International Journal of Applied Systemic Studies, Inderscience Enterprises Ltd, vol. 13(4), pages 340-355.
    • Handle: RePEc:ids:ijassi:v:13:y:2026:i:4:p:340-355
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