Digital Trust in E-Commerce: A Netnographic Study of Risk, Security and Knowledge-Sharing

Abstract

Consumer trust remains a crucial determinant in e-commerce environments, yet it continues to be undermined by concerns surrounding digital risk, transaction security and platform reliability. While existing research has predominantly focused on technological and system-based determinants of trust, limited attention has been given to the role of informal knowledge sharing in shaping consumer perceptions and behaviour.  This study adopts a knowledge management perspective to examine how digital consumers construct, negotiate and share knowledge about risk, security and trust within online communities. The research integrates a systematic literature review of studies published between 2021 and 2025 with a netnographic analysis of user generated discussions across digital platforms. The literature review synthesizes existing theoretical and empirical insights on digital literacy, trust and e-commerce security while the netnographic component captures naturally occurring peer interactions and experiential knowledge exchange. Thematic analysis reveals that online communities function as decentralised knowledge ecosystems where trust is collectively constructed through peer-led learning, emotional responses to risk and the use of cognitive heuristics in evaluating digital threats. These interactions transform individual experiences into shared knowledge that informs consumer decision making and risk perception. The findings contribute to knowledge management theory by conceptualising trust as a socially constructed knowledge-based asset emerging from informal digital interactions. This study further highlights the strategic importance of community-driven knowledge sharing processes in digital environments. Practical implications are offered for e-commerce platforms and policy makers seeking to leverage peer-based knowledge processes to improve user confidence and security engagement.