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.

关键词： shared product knowledge receivers expertise ecommerce purchasing decision

作者: Liu Lihua Xu Jichao Yang Ping

作者单位: Management School NorthwestemPolytechnical University Xian, China Management School Northwestern PolytechnicalUniversity Xian, China Management School NorthwesternPolytechnical University Xian, China

会议类型: 国际会议

会议名称: 2010 IEEE International Conference on Advanced Management Science(2010年IEEE高级管理科学国际会 IEEE ICAMS 2010)

会议地点: 成都

会议语种:英文

页码: 744-747

在线出版日期: 2010-07-09（万方平台首次上网日期，不代表论文的发表时间）