Ibrahim (1995) defines knowledge is “the capacity to acquire, retain and use information; a mixture of
comprehension, experience, discernment and skill”. According to Brucks (1986), the knowledge is “a
complicated construction characterized by the structure and the content of the information stored in the memory”.
Whilst the structure refers to the way the knowledge is represented and celebrated in memory, the content states
to the information related to an object which is stored. In this study, this first dimension, Knowledge, provides
three various factors, in turn of general knowledge, information source and responsibility awareness.