Does Emotional Intelligence of Online Shoppers Affect Their Shopping Behavior? From a Cognitive-Affective-Conative Framework Perspective

ABSTRACT

Although many e-commerce researchers have studied consumers’ shopping behaviors with different perspectives, there is little evidence on whether psychological capital characteristics, such as emotional intelligence, affect online consumers’ shopping behaviors. To develop an effective marketing strategy of e-commerce companies, it is crucial to understand the impact of consumers’ psychological capital characteristics on their shopping behaviors. Using a cognition-affection-conation framework as an overarching theoretical foundation, this study explores the effect of emotional intelligence (EI) as one of the consumer’s psychological capital characteristics on online consumers’ value perceptions/shopping behaviors including shopping satisfaction, their continual intention to use the shopping site, and e-loyalty toward the site. Our empirical analysis results show consumers’ EI influences online consumers’ value perceptions (i.e., utilitarian and hedonic values of e-commerce) and shopping behaviors (i.e., satisfaction, continuous intention, and e-loyalty). We will discuss theoretical and practical contributions of the study.

Notes

1. In this study, B2C online shopping/e-shopping refers to a form of electronic commerce (e-commerce) which allows online consumers to directly buy goods/services from selling parties over the Internet. Online shoppers or online customers are buyers who can find a product/service of interest by searching the product/service using a shopping search engine or by visiting the website of the selling party directly. They can use a range of different computing devices including desktops, laptops, tablets, and smartphones.

2. Value refers to an individual’s belief about the importance, worth, or usefulness of entities (e.g., goods, services, and channels) that are held to deserve.

3. Smart mirrors, also known as magic mirrors, are basically computer-augmented mirrors with a screen behind it. That screen can be an Android tablet or a computer monitor with sensing devices.

Additional information

Notes on contributors

Se Hun Lim

Se Hun Lim is a professor at the Department of Management Information Systems at Sangji University. His research interests are ICT convergence in areas such as Logistics, IoT, Security Management, FinTech, and so on. His research has been published in many articles in refereed journals, including in the International Journal of Human Computer Interaction, Journal of Computer Information Systems, Industrial Management and Data Systems, Information Systems Management, Informatics for Health and Social Care, among others.

Dan J. Kim

Dan J. Kim is a Fulbright Sr. scholar and professor of information technology and decision sciences at the University of North Texas. His research interests are in multidisciplinary areas such as information security (InfoSec) and privacy, business and social media analytics, trust in electronic commerce, and others. His research work has been published or, in forthcoming more than 170 papers, in refereed journals, peer-reviewed book chapters, and conference proceedings including ISR, JMIS, JAIS, EJIS, CACM, DSS, I&M, etc. His publications have been cited more than 7,000 times over the last five years. He has been awarded several research grants for multi-years including NSF, NSA, and Core Fulbright Scholarship grant. He serves or served as a guest, senior, and associate editor for several top journals including MISQ, ISM, ISF and ECRA.