How consumer knowledge intervene in the buying intention: a comparative analysis between in-store and online-store

Baoying Chen

International Journal of Applied Systemic Studies, 2026, vol. 13, issue 2, 124-140

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. In contrast, online shopping supports navigating vast options having capability of a reliable user experience. This study conducts a comparative analysis of how in-store (InS) and online shopping intention can influence consumers' buying behaviour with mediation of consumer knowledge (CK) along with moderation of ease of use (EoU) and trust factor (TF). To this end, a total of 853 (n = 853) questionnaires were eventually evaluated to assess the consumers' intention by implementation of SEM approach using SmartPLS. This study revealed that in-store buying and online store both trigger CB 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. This study furnishes insights into both media of shopping with empirical evidence from Chinese market.

Keywords: in-store shopping; online shopping; consumer trust; ease of use; consumer knowledge. (search for similar items in EconPapers)
Date: 2026
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