Notice of RetractionThe impact of shared product knowledge and receivers´ expertise on the e-commerce consumer purchasing decision

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

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 e-commerce purchasing decision; 2, recommendation-center product knowledge plays important role for novice in e-commerce 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.