The Influence of Product Knowledge on Online Purchase Intention on Creative Products: An Empirical Study

Since the explosion and popularity of online purchasing, understanding which consumers use this new distribution channel to buy creative product (e.g. clothing) is an important question for e-commerce managers and consumer theorists. Based on the empirical literature, a new model was established by using product knowledge as the outside factor of technology acceptance model (TAM). We focused on the validity of model and interrelations and influences between the variables. Conclusion and implications were discussed.