The Impact of Shared Product Knowledge and Receivers' Expertise On The Ecommerce Consumer Purchasing Decision

摘要

The relationship of shared product knowledge and e-commerce consumer purchasing decision is under-researched, which make it difficult for the marketer to utilize the appropriate information to the network marketing. The shared product knowledge is firstly sorted into attribute-center knowledge, positive recommendation, and negative recommendation. Based on the cognitive fit theory, Elaboration Liability Model and affect-cognition model, it presents such theoretical framework: 1, attribute-center product knowledge plays important role for experts in ecommerce purchasing decision; 2, recommendation-center product knowledge plays important role for noviee in ecommerce purchasing decision; 3, the negative recommendation is more influential than the positive recommendation for novice on e-commerce consumer purchasing decision. The framed relationships would help formulate better e-marketing strategy by providing the fit knowledge to the different potential consumers.