International Journal of Human–Computer Interaction

ISSN: 1044-7318 (Print) 1532-7590 (Online) Journal homepage: https://www.tandfonline.com/loi/hihc20

Does Emotional Intelligence of Online Shoppers

Affect Their Shopping Behavior? From a Cognitive-
Affective-Conative Framework Perspective

Se Hun Lim & Dan J. Kim

To cite this article: Se Hun Lim & Dan J. Kim (2020): Does Emotional Intelligence of
Online Shoppers Affect Their Shopping Behavior? From a Cognitive-Affective-Conative
Framework Perspective, International Journal of Human–Computer Interaction, DOI:
10.1080/10447318.2020.1739882

To link to this article: https://doi.org/10.1080/10447318.2020.1739882

Published online: 31 Mar 2020.

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INTERNATIONAL JOURNAL OF HUMAN–COMPUTER INTERACTION
https://doi.org/10.1080/10447318.2020.1739882

Does Emotional Intelligence of Online Shoppers Affect Their Shopping Behavior?

From a Cognitive-Affective-Conative Framework Perspective
Se Hun Lima and Dan J. Kimb
a
Department of Management Information Systems, Sangji University, Sangjidae-gil, Wonju-si, Gangwon-do, South Korea; bInformation Technology
& Decision Sciences, University of North Texas, Denton, Texas, USA

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 char-
acteristics 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.

1. Introduction
Electronic commerce (e-commerce) has been stimulated by
the development of information and communication technol-
ogies (Kim et al., 2012, 2008, 2004). As the advancement of
information and communication technologies related to
e-commerce, e-commerce companies have developed different
marketing strategies to increase their sales and profits (Kim
et al., 2008). One example of marketing strategies is that
e-commerce companies are developing personalized one-to-
one advertisements based on consumers’ shopping behaviors
(e.g., purchasing, searching, and browsing items) as well as
their personal characteristics (e.g., individual tendency and
lifestyles) (Kim et al., 2012).
Consumers’ personal characteristics in online shopping
environment are especially important because individual con-
sumer’s shopping behavior may differ based on personal dis-
positions and psychological status (e.g., emotional impulse,
personal tendency, practical shopping-orientation, etc.) (Kim
et al., 2008; Sharma et al., 2010). Consumers with stable
psychological state, for example, are more likely to purchase
items for utilitarian purpose, rather than entertainment pur-
pose, because they can control and utilize their own emotions;
the ability to regulate the psychological state and emotions of
consumers is related to the rational shopping behaviors by
controlling unreasonable shopping behaviors (e.g., impulse
buying and compulsive shopping) (Armstrong et al., 2011;
Kidwell et al., 2008). Therefore, research on consumers’ psy-
chological status or characteristics is needed to understand
online consumer behaviors from a psychological perspective.
Although there are many studies on consumers’ psychologi-
cal status by taking a behavioral cognitive and emotional
approach in the context of e-commerce (e.g., Gefen, 2000;
Jarvenpaa et al., 2000; Kim et al., 2008), a research that reflects
the psychological capital characteristic of consumers is rare.
Recently, researchers in the business field have emphasized the
understanding of the emotional intelligence, which is the psy-
chological capital characteristic of individuals in organizations
(Cumming, 2005; Fisher & Edwards, 1988; Higgs, 2004; Rozell
et al., 2006; Varca, 2004). Mayer and Salovery (1997) define
a consumer’s emotional intelligence (EI) as “a person’s ability to
use emotional information to achieve a desired consumer out-
come, comprised as a set of first-order emotional abilities that
allow individuals to recognize the meanings of emotional pat-
terns that underlie consumer decision making and to reason and
solve problems on the basis of them” (p. 660). Previous studies
on EI showed the relationships between people’s emotional
processing (i.e., control) abilities and the quality of decision-
making and performance. Higgs (2004) and Rozell et al. (2006)
found that higher EI results in higher performance (e.g., sales
performance, call center agents’ performance, etc.). Kidwell et al.
(2008) reported that the EI to be related to shopping behavior;
Consumers with higher levels of EI make better choices (e.g.,
a health food choice task) than those with lower EI. Accordingly,
we can expect that there is a difference in shopping psychology
and behavior among online consumers based on their level of EI.
Thus, a better understanding of emotional ability can have con-
siderable value in extending our knowledge of consumer
behavior.

CONTACT Dan J. Kim dan.kim@unt.edu Information Technology & Decision Sciences, G. Brint Ryan College of Business, University of North Texas, Denton,
TX 76203-5249, USA
© 2020 Taylor & Francis Group, LLC
2 S. H. LIM AND D. J. KIM
This study investigates the research model of consumers’
online shopping psychology and behavioral characteristics such
as EI, using the constructed attitude theory of cognition, emo-
tion, and intention (Hilgard, 1980; Kidwell et al., 2008; Wilkie,
1994). The EI of consumers who shop online (online consumers)
affects consumers’ shopping value pursuit and shopping satis-
faction. We also analyze the process that affects experienced
purchase response (shopping satisfaction, continual intention
to use, and e-loyalty) in the context of Business-to-Consumer
(B2C) online shopping.1 The results of this study provide B2C
e-commerce companies with an understanding of consumers’
psychology and behavior in online shopping, thus help develop
more effective emotion-oriented intelligent marketing strategies
for e-commerce companies in the future.
The structure of the paper is organized into six sections. The
next section describes the theoretical framework and prior
research as theoretical background of the study. Section 3 pre-
sents the proposed research model and hypotheses. We discuss
the research methodology of the study in Section 4 and present
the results of the data analysis in Section 5. The final section
discusses the findings, practical and theoretical implications,
limitations, and future research directions of the study.
2. Background
2.1. Online Buying behaviors and consumer’s
psychological characteristics
Research on online shopping behaviors has been studied in var-
ious aspects such as consumer psychological factors/characteris-
tics including emotion regulation and intelligence (e.g., Kemp &
Kopp, 2011; Salovey & Meyer, 1990), consumer trust and satisfac-
tion (e.g., Kim et al., 2008, 2009) and e-commerce channel char-
acteristics including website designs/user interfaces (e.g., Kim
et al., 2012; Floh & Madlberger, 2013; Parboteeah et al., 2009).
For the case of psychological factors/characteristics, an
individual consumer may have an ability to use internal
cognitive control processes (i.e., emotional intelligence and
regulation strategies) in an effort to maintain a positive
emotion (Kemp & Kopp, 2011). Salovey and Meyer (1990)
propose the term emotional intelligence (EI) as a typical
consumer’s psychological capital characteristic to represent
the ability of individuals to deal with their emotions. They
conceptualized EI with four distinct dimensions: self-
emotional appraisal (i.e., the ability of individuals to under-
stand their deep emotions and to express these emotions
naturally), other’s emotional appraisal (i.e., the ability to
perceive and understand the emotions of others around
them), regulation of emotion (i.e., the ability to regulate
their emotions) and use of emotion (i.e., the ability of
individuals to make use of their emotions by directing
them toward constructive activities and personal perfor-
mance). Several studies show that EI affects both individual
and organizational performance in business context
(Goleman, 1995, 2006; Higgs, 2004; Salovey & Meyer,
1990; Suh & Lee, 2010). For example, the members of an
organization with high EI have a good attitude toward
others (e.g., Suh & Lee, 2010; Wong & Law, 2002), have
high sales performance (e.g., Rozell et al., 2006), show
higher career achievements (e.g., Goleman, 1995), actively
participate in the organization (e.g., Varca, 2004; Lim et al.,
2015), and contribute to the creation of high organizational
performance (e.g., Higgs, 2004). EI can also influence
online consumer behavior (Kidwell et al., 2008).
Web technologies (e.g., Emotive Internet enabled by Emotion
Markup Language, web-based artificial intelligence chatbots,
Emotional Analysis, and so on) are advanced. Using emotion-
based web technologies, e-commerce websites become more and
more intelligent and consumer-oriented; They actively stimulate
their customers’ senses through the web technologies to increase
the possibility of customers’ desire to purchase products (Floh &
Madlberger, 2013). From a website design perspective, for exam-
ple, Wang et al. (2010) investigated that the esthetics of websites
affect consumers’ emotions. Liu et al. (2013) and Loiacono et al.
(2007) emphasized that the visual effects of website attributes
influence a consumers’ purchase decision-making. Pavlou
(2001) showed that the ease of use of websites affects purchasing
behavior. Wells et al. (2011) reported that the quality of the
websites influences purchase decisions.
In summary, previous literature shows that e-commerce
companies have a clear goal to use these advanced web technol-
ogies. They want to provide customized e-commerce marketing
focused on consumers’ sensitivity (Yi et al., 2015). They provide
online consumers enhanced web user experience through sensi-
tivity focused marketing (Parboteeah et al., 2009; Yi et al., 2015).
To provide customized marketing, they need to understand their
customers’ characteristics better; As such, it can be seen that
research on the psychology capital characteristics such as emo-
tional intelligence of the online consumer is important.
However, there is little empirical evidence in the literature
about the role and effect of emotional intelligence on their
purchasing behavior in e-commerce context.
2.2. Conceptual framework: Cognition-affection-conation
frameworks
This study adopts the framework of cognition-affection-
conation to explain the relationships among EI as
a consumers’ psychological capital characteristic, perceived
shopping values, satisfaction, continual intention to use
e-shopping site and e-loyalty in the context of e-commerce
(see Figure 1). The cognition-affection-conation framework
has been used for many studies as a background theory for
explaining a consumer’s emotional intellectual processing
and purchasing behaviors (e.g., Hilgard, 1980; Kidwell
et al., 2008; Wilkie, 1994). Using this framework, for exam-
ple, Kim et al. (2013) validated the relationships among
user engagement motivations (conation), perceived value
(cognition), and satisfaction (affection) in a mobile envir-
onment. Davis (1993) extended the original technology
adoption model (Davis, 1989; Davis et al., 1989) to describe
the process of technology acceptance as a cognitive, emo-
tional, and behavioral intentional response to the external
stimulus of the system. In e-commerce context, cognitive
factors are consumers’ composed of EI and shopping value
(e.g., utilitarian value and hedonic value). Based on shop-
ping experiences, shopping satisfaction is related to an
affective factor while continual intention to use e-channel

Cognition-Affection-Conation Framework
Cognition
Psychological
capital Cognitive
characteristic characteristic
(e.g., emotional (e.g., utilitarian,
intelligence) hedonic values)
Figure 1. Conceptual framework.
and e-loyalty conative factors are composed of. As antece-
dents of cognition, we adopt a psychological capital char-
acteristic. The following framework is proposed in Figure 1.
3. Research model and hypotheses
Online consumers’ purchasing decisions are affected by different
types of influencers in e-commerce context (Kim et al., 2008,
2005). For a consumer side, there are consumer characteristics
(e.g., shopping styles, demographic factors, emotional intelli-
gence, etc.), consumer perceptions (e.g., perceived values, per-
ceived privacy & security, etc.) and consumer experience (e.g.,
shopping satisfaction, loyalty, etc.). For an e-commerce vendor
side, there are vendor characteristics (e.g., company reputation,
size, etc.), e-commerce website features (e.g., information qual-
ity, usefulness, usability, ease of use, customization, community
support, etc.), product & service features (e.g., product quality,
reliability, variety, brand equality, etc.), and sales-related services
(e.g., return policy, after-sales, etc.). There are also third-party-
related service characteristics (e.g., assurance seal & certification
service, etc.) and referral and social factors (e.g., review and
buyers’ feedback & rating, recommendation, word-of-mouth,
social norms, etc.). As e-Market environmental influencers,
there are market regulations & structural assurances (e.g., stan-
dardization policies, e-market regulations, situational normality,
structural assurance, etc.), cultural factors & industry character-
istics (e.g., nationality, economic structure, IT infrastructure,
government support, etc.), and so on.
Although many e-commerce researchers have studied con-
sumers’ e-shopping behaviors with different influencer perspec-
tives, there is little evidence on whether psychological capital
characteristics, such as emotional intelligence, affect consumers’
Figure 2. Research model.
INTERNATIONAL JOURNAL OF HUMAN–COMPUTER INTERACTION 3
Affection Conation
Emotional Intentional
(Affective) (Conative)
characteristic characteristic
(e.g., (e.g., intention,
satisfaction) loyalty)
e-shopping behaviors. Thus, focusing on emotional intelligence
as consumer’s capital characteristic, this study explores the rela-
tionships among online consumers’ emotional intelligence, per-
ceived e-shopping values, satisfaction, continuous intention to
use, and e-loyalty. Especially, using the cognition-affection-
conation framework as an overarching theoretical foundation,
this study proposes a research model (see Figure 2) including
emotional intelligence, consumers’ perceived e-shopping values
as cognitive factors, e-shopping satisfaction as an affective factor,
and their intention and loyalty as conative factors.
Although there are individual differences, consumers’ purchas-
ing behavior is closely related to their psychological status (Gefen,
2000; Jarvenpaa et al., 2000; Kim et al., 2008). For the case of home
shopping, for example, shopping host as a salesperson stimulates
individual’s psychology and induces impulsive purchasing (Kim,
2007). Thus, emotional exchange occurs with consumers and
salespeople in the shopping process (Kim, 2007). Researchers
studying individual psychology have presented EI as an important
psychological capital characteristic that affects human behavior
(Goleman, 1995, 2006). Since emotion is important in the shop-
ping process and EI may play a significant role in online shopping
(Parboteeah et al., 2009; Wells et al., 2011), it is necessary to
understand the effect of psychological characteristics on online
consumers’ purchasing decisions in e-commerce context.
In online shopping, consumers with different degrees of
emotional intelligence as an individual’s psychological state
interact with the e-commerce website and make a purchase
decision (Parboteeah et al., 2009; Wells et al., 2011). In gen-
eral, individuals with high EI tend to have a reasonable atti-
tude and a good interaction with people; they can cope well
stress, and be faithful to their work (Ashkanasy & Daus, 2005;
Goleman, 1995, 2006). Thus, we can expect the role of EI in
4 S. H. LIM AND D. J. KIM
shopping behavior as an important psychological capital char-
acteristic (Kidwell et al., 2008).
Consumers purchase a product/service mainly because
they perceive value in the product/service2; there are at
least two shopping values (e.g., utilitarian and hedonic
value) (Babin et al., 1994). When shopping for daily com-
modity products (e.g., toothbrushes or toothpastes), for
example, consumers’ utilitarian value on the products may
lead their purchasing decisions. For travel products or enter-
tainment package services (e.g., themeparks or travel
packages), consumers’ perceived hedonic values such as
pleasure drive purchasing activities (Babin et al., 1994).
Online consumers pursue products/service through the
internet e-shopping channel, because of their perceived
values to use the e-shopping channel (Kim et al., 2013).
Kim and Eastin (2011) made a distinction between hedonic
value and utilitarian value as online shopping motivations
and studied the effects of utilitarian and hedonic online
shopping value on consumer preference and intentions.
The hedonic value is more affective because it is linked to
pleasure, entertainment, interest while the utilitarian value is
more cognitive because it is connected with utility and
usability (Kim & Eastin, 2011).
Consumers with a high degree of EI are less likely motivated by
perceived hedonic value, whereas they are more likely motivated
by perceived utilitarian value because they have a reasonable
shopping behavior and generally they purchase goods what they
only need (Kidwell et al., 2008). From this perspective, consumers
with high EI may pursue utilitarian value in online shopping,
while consumers with low EI may pursue hedonic value. In
other words, EI could be positively associated with utilitarian
value while it could be negatively related to hedonic value. Based
on the reasoning above, we hypnotize that:
H1a: Emotional intelligence is positively associated with utili-
tarian value.
H1b: Emotional intelligence is negatively associated with hedo-
nic value.
In e-commerce context, consumers’ shopping satisfaction
refers to their affective state of order fulfillment as a consequence
of previous e-commerce transaction (McKinney et al., 2002).
From a customer’s perspective, as a result of previous purchasing
decision satisfaction is a specialized form of his or her evaluation to
determine the value or worth of what is being provided. Since EI is
the ability to control and utilize emotions in forming relationships
with a variety of people (Goleman, 2006), it influences the forma-
tion of a relationship between consumers and sellers (Kidwell et al.,
2008). In other words, consumers with high EI are emotionally
stable, so they will not have regret-shopping, impulsive-shopping,
or unplanned-shopping behavior. On the other hand, consumers
with low EI do the opposite. Therefore, it can be seen that EI is
positively related to shopping satisfaction. Therefore, this study
proposes the following hypothesis.
H2: EI has a positive influence relationship with consumers’
shopping satisfaction.
In the online shopping environment, consumers pursue utili-
tarian value and/or hedonic value (Kim et al., 2012). Perceived
values positively affect consumers’ affective shopping psychology
(e.g., satisfaction, experience, and so on) (Babin et al., 1994; Lee
et al., 2009; Overby & Lee, 2006). Online consumers’ shopping
decisions are accompanied by activities of expenditure (e.g., pay-
ment). Those are types of shopping commitment. Therefore, con-
sumers who made reasonable shopping decisions, it can be
generally expected that both perceived utilitarian and hedonic
values in online shopping have a positive impact on their shopping
satisfaction. Therefore, the following research hypothesis is pro-
posed in this study.
H3a: Consumers’ utilitarian value is positively associated with
consumers’ shopping satisfaction.
H3b: Consumers’ hedonic value is positively associated with
consumers’ shopping satisfaction.
The relationship between consumers’ satisfaction and their
behavioral intention has been studied in different contexts
(e.g., Bhattacherjee, 2001; Kim et al., 2008; Lee, 2010;
Venkatesh et al., 2003). For example, Bhattacherjee (2001)
proposed an expectation-confirmation model in which users
are satisfied with online banking and that the intention of
continual use is formed. In the field of e-learning, users have
also been studying the satisfaction of e-learning system use
and the intention of continual use (Lee, 2010). In this study,
considering the results of various studies that indicate shop-
ping satisfaction affects the intention of continual use (e.g.,
Kim et al., 2008), this study hypothesizes that:
H4: Consumers’ shopping satisfaction is positively associated
with continual intention to use.
Consumers’ satisfaction, repurchase intention, and loyalty
have been considered as the focal factors of the success of retail
businesses (Carpenter, 2008; Fornell, 1992; Fornell et al., 1996).
Using the ACSI (American Customer Satisfaction Index), Fornell
(1992) and Fornell et al. (1996) showed that shopping satisfaction
affects loyalty. Carpenter (2008) also reported the positive rela-
tionship between satisfaction and loyalty at retailers. In e-com-
merce context, e-shopping satisfaction, repurchase intention, and
e-loyalty are also important research topics (e.g., Kim et al., 2004,
2009). Online consumers form a continual intention to use
e-shopping channel once their previous e-shopping experiences
are satisfactory (Kim et al., 2012; Yang & Peterson, 2004).
Through a meta-analysis, in addition, Curtis et al. (2011) con-
firmed that consumers’ continuous intention leads to repeated
purchases and make them a regular customer (i.e., loyalty). Based
on the findings of previous studies, this study hypothesizes that
online consumers’ previous shopping satisfaction affects their
intention to continually use their online shopping site, in turn, it
affects their e-loyalty toward their shopping site. The hypotheses
are as follows:
H5: Consumers’ previous e-shopping satisfaction is positively
associated with their e-loyalty toward their e-shopping site.
 INTERNATIONAL JOURNAL OF HUMAN–COMPUTER INTERACTION 5

H6: Consumers’ continual intention to use their shopping site is 2013). In addition, the PLS approach is known as a statistical
positively associated with their e-loyalty toward their e-shopping technique that provides useful data analysis to analyze survey
site. responses of small scale (Chin, 1998).

5.1. Measurement model testing

4. Research methodology
4.1. Measurement scales
To take the advantage of previously proven reliability and valid-
ity of measures, we used existing measurement items from
published articles. First, for the measures of EI, we adopted the
scale of Wong and Law (2002) to measure the formative higher
order of online consumers’ emotional intelligence, which con-
sists of four first-order constructs – i.e., self-emotion appraisal
(SEA), others’ emotion appraisal (OEA), use of emotion (UOE),
regulation of emotion (ROE). The online shopping value is
cauterized as two types: hedonic value and utilitarian value.
We partially modified the measurement items of utilitarian
value and hedonic value suggested by Overby and Lee (2006).
For online shopping satisfaction, we adopted and modified the
scales of Carpenter (2008) and Kim et al. (2004). For the e-loyalty
measures, we adopted and modified the scales of Bloemer et al.
(1999), Carpenter (2008), and Kim et al. (2009); For the con-
tinual intention, we used the scales of Bhattacherjee (2001) and
Lee (2010). All items were measured using a seven-point Likert
type scale from “1 – strongly disagree” to “7 – strongly agree.”
Appendix A summarizes the measurement items of each
construct.
4.2. Data collection procedure
We utilized an online survey platform provided by Google
Drive. We had collected data using a snowball sampling
method through members of a public university including
faculty, full-time and part-time students. We have collected
253 valid survey responses; All respondents participated in the
survey voluntarily. Demographics of the survey respondents
are as follows: There were 138 men and 115 women. In regard
to the daily Internet use, there were 37 people under 1 hour,
71 people in 1–2 hours, 75 people in 2–3 hours, 23 people in
3–4 hours, and 47 people over 4 hours.
The reliability of the study variables is evaluated by measuring
the Cronbach’s alpha and Composite Reliability (Nunnally &
Bernstein, 1994). If the Cronbach’s alpha and composite relia-
bility value of each variable is more than 0.7, the research vari-
ables assess enough to ensure the reliability (Fornell & Larcker,
1981; Hair et al., 2013; Nunnally & Bernstein, 1994). As sum-
marized in Table 1, the research constructs satisfied the condition
of Cronbach’s alpha and composite reliability. Construct validity
is evaluated by comparison of the square root of AVE (average
variance extracted) value and the correlation coefficient (Hair
et al., 2013). The result of an exploratory factor analysis is
reported in Appendix B. All loadings are higher than the sug-
gested cutoff point of 0.4 (Bickart & Schindler, 2001).
As shown in Table 2, the square root of AVE values of the
present study was higher than the other correlation coeffi-
cients. Therefore, the variables used in the present study were
to ensure the discriminant validity (Fornell & Larcker, 1981;
Hair et al., 2013).
CMB (common method bias) for questionnaire responses in
social science research is a very important issue (Podsakoff et al.,
2003; Podsakoff & Organ, 1986). In this study, following the
suggestion by Harman (1976), we assess the CMB using
a Harman’s one-factor test. The analysis showed that the covar-
iance explained by the one factor was 39.53%. In addition, we
tested the values of tolerance and VIF (Variance Inflation
Factors) for multi-collinearity and summarized the result in
Table 3. As a general rule of thumb in collinearity evaluation,
each of predictor construct’s variance inflation factor (VIF) value
must be lower than 5 (Sheather, 2009). As a result of the analysis,
the tolerance existed between 0.413 and 0.911, and the, and the
VIF value was between 1.097 and 2.422. All VIF values are below
5. Therefore, it was found that there is no multi-collinearity
problem among the variables used in this study. This means
that common method bias is not an issue of this study.

5.2. Structural model testing

5. Data analysis and results
In this study, we utilize the structural equation model to validate
the hypotheses using the PLS (Partial Least Squares). The PLS
approach is widely used in the study of early exploratory area
and theory development (Gefen & Straub, 2005; Hair et al.,
To test the structural relationship of the nomological network,
we use PLS-SEM analysis with a bootstrapping option following
to analysis guidelines proposed by Pavlou and Gefen (2005). The
analysis results of the structure model testing are shown in
Figure 3.

Table 1. Reliability and validity.

Constructs AVE Average S.D CR CA Reference
CIU 0.79 4.21 1.44 0.92 0.87 Partially Modified by Lee (2010), Bhattacherjee (2001)
EI 0.67 3.35 1.56 0.86 0.75 Adopted by Wong and Law (2002)
HV 0.79 3.10 1.63 0.94 0.91 Adopted by Overby and Lee (2006)
EL 0.87 4.88 1.15 0.93 0.85 Partially Modified by Carpenter (2008)
SS 0.81 4.03 1.29 0.94 0.92 Partially Modified by Carpenter (2008), and Kim et al. (2004)
UV 0.75 4.18 1.31 0.90 0.84 Adopted by Overby and Lee (2006)
CR = Composite Reliability, CA = Cronbach’s Alpha, EI = Emotional Intelligence, HV = Hedonic Value, UV = Utilitarian Value, SS = e-Shopping Satisfaction,
CIU = Continual Intention to Usage, EL = e-Loyalty.
6 S. H. LIM AND D. J. KIM

Table 2. Discriminant validity.

Variables CIU EI HV EL SS UV
CIU 0.89*
EI 0.199 0.82*
HV 0.316 −0.06 0.89*
EL 0.595 0.067 0.525 0.93*
SS 0.530 0.187 0.417 0.526 0.90*
UV 0.442 0.170 0.304 0.377 0.725 0.87*
Note: * The diagonal bold values show the square root of the AVE.

Table 3. Multi-collinearity analysis results. H4 is also accepted (t-stat. = 10.20 ***); the online satisfac-
Variables Tolerance VIF tion affects the continual use intention, which is consistent with
EI .911 1.097 the result of expectation conformation model (Bhattacherjee,
HV .801 1.249
UV .508 1.970
2001), in that online consumer’s satisfaction has a significant
SS .413 2.422 impact on the continual intention to use. Similar to the study of
CIU .688 1.453 Fornell (1992), Fornell et al. (1996), we found that shopping
Note: EL is a dependent variable. satisfaction and loyalty are closely related to each other in
online environments, supporting H5 (t-stat. = 4.75 ***). This
result confirms that loyalty is formed when online shoppers are
As seen in Figure 3, emotional intelligence, utilitarian more satisfied with products and services that they purchased
value, and hedonic value explain 57.6% of the variance of from the e-commerce sites. Therefore, in order to increase
the e-Shopping satisfaction. The combination of e-Shopping consumer loyalty, an internet marketing program should
satisfaction and continual intention explains 41.5% of var- focus on enhancing consumers’ shopping satisfaction. Finally,
iance in e-Loyalty and e-Shopping satisfaction along explain H6 is accepted (t-stat = 7.82 ***); the continual intention to use
28.1% of continual intention. affects e-loyalty. As shown in the previous study by Curtis et al.
The results of the relationship testing of the nomological (2011), consumers who feel satisfied with online shopping form
network support H1a but not H1b (H1a: t-stat. = 2.82 **, a continual intention to use and form a positive loyalty. The
accepted; H1b: t-stat. = 0.97, rejected). The consumers with hypothesis testing results are summarized in Table 4.
high EI affect the utilitarian value more than the hedonic
value; it can be seen that the higher the EI of online con-
sumers seeks utilitarian value rather than hedonic shopping 6. Discussion
value. In some senses, this result is consistent with that of
This study has several contributions to research and practice
previous studies showing that the higher the EI, the greater
on e-commerce area including e-marketing. The major theo-
the job performance (Rozell et al., 2006; Varca, 2004; Wong &
retical contributions in a nutshell are: although e-commerce
Law, 2002). The results support that the EI affects e-Shopping
studies have investigated various online shopping factors (e.g.,
satisfaction, supporting H2 (t-stat. = 2.26 *). H3a and H3b are
satisfaction, experience improvement, continual improved
also accepted (t-stat. = 14.08 *** and t-stat. = 5.36 ***, respec-
tively). We can interpret that the utilitarian value of the online
consumers has a greater effect on satisfaction than hedonic Table 4. Results of hypothesis testing.
value. As previously discussed, online consumers are generally No. Hypothesis Path coefficients t-Statistics Results
shopping based on utilitarian and hedonic shopping values H1a EI → UV 0.17 2.82 ** Supported
(Overby & Lee, 2006). Looking at the empirical results, as H1b EI → HV −0.06 0.97 Not Supported
H2 EI → SS 0.09 2.26 * Supported
predicted in the proposed hypothesis, we find that online H3a UV → SS 0.64 14.08 *** Supported
consumers’ shopping satisfaction is mainly affected by the H3b HV → SS 0.23 5.36 *** Supported
H4 SS → CIU 0.54 10.20 *** Supported
utilitarian value. Thus, it can be seen that the utilitarian H5 SS → EL 0.29 4.75 *** Supported
value has a significant impact on shopping satisfaction than H6 CIU → EL 0.44 7.82 *** Supported
does the hedonic value. *significant at the 0.05, **significant at the 0.01, ***significant at the 0.001 level.

Utilitarian
Value
.29***
(R2=.029)

Emotional e-Shopping Continual

.09** .44*** e-Loyalty
Intelligence Satisfaction Intention
(R2=.415)
(2nd Order) (R2=.576) (R2=.281)

Hedonic Value * Significant at a 0.05 level,

(R2=.004) ** 0.01 level, and
*** 0.001 level

Figure 3. Results of structure model testing.


utilization, loyalty, and so on) from different online shopping
contexts such as website management, customer relationship
management, etc. (e.g., Kim et al., 2012, 2009, 2004; Yang &
Peterson, 2004), there is no study to introduce emotional
intelligence in e-commerce context. This study first presents
the role of EI as one of the consumers’ cognitive psychological
capital characteristics in e-commerce context. Moreover, to
better explain the relationships among cognitive factors
including EI and shopping values (e.g., utilitarian and hedonic
value) as cognitive psychological characteristics, this study
applies the framework of cognition-affection-conation by
Hilgard (1980) and others (e.g., Kidwell et al., 2008; Wilkie,
1994) as an overarching framework of the proposed research
model. This study theoretically validates the application of the
framework and presents an extended model with
a psychological capital characteristic. The result and theore-
tical application of the present study advances theory in the
e-commerce area and contributes to the foundation for future
research to enhance our knowledge of online consumers’
behavior. In addition to the previous proven results on the
relationship between satisfaction and loyalty (e.g., Fornell,
1992; Fornell et al., 1996), this study explores the effect of
a psychological capital characteristic that was not considered
in previous studies.
From a practical perspective, this study provides several
interesting insights and practical implications. The results con-
firm that consumers’ EI could influence online consumers’ value
perceptions (i.e., utilitarian and hedonic values of e-commerce)
and shopping behaviors (i.e., satisfaction, continuous intention,
and e-loyalty). Emotional intelligence is a typical psychological
capital characteristic that is related to better psychological well-
being and self-actualization, namely psychological competence –
i.e., individuals with higher psychological aptitude may have
higher self-esteem, life satisfaction, and lower levels of depres-
sion or insecurity (Goleman, 1995, 2006; Salovey & Meyer,
1990). Emotionally stable consumers are more likely to find
shopping items to make them satisfied, which may minimize
complaining behavior. Since this result presents that the con-
sumer’s psychological state is important for value perceptions
and shopping behaviors, practitioners may have interests in the
role of EI as a psychological capital characteristic to reduce the
number of complaints and unnecessary returns through increas-
ing satisfaction and e-loyalty.
Although EI has significant positive effects on utilitarian
value perception and satisfaction, contrast to our expectation,
there is no significant relationship between EI and hedonic
value perception. We can interpret these findings as online
consumers with higher degree of EI are seeking utilitarian
shopping value and they are more likely satisfied with the
products and services that they purchased from the shopping
website. Based on this interpretation, a possible marketing
strategy for higher EI consumers is to develop a promotion
or one-to-one advertisement to highlight practical values of
products or services because emotionally intelligent consu-
mers are more likely to make conscious purchasing decisions
relying on emotion and rationale combined.
Moreover, our results suggest that online consumers are
emotionally influenced in their e-commerce transactions.
Thus, e-commerce business managers must develop an
INTERNATIONAL JOURNAL OF HUMAN–COMPUTER INTERACTION 7
e-marketing plan using consumer’s emotional intelligence to
offer their consumers a better shopping experience. For
a successful business, especially e-commerce business managers
need to utilize emotional intelligence to empower their e-com-
merce website. To do so, with the help of emerging ITs (e.g.,
Smart Mirrors, Augmented Reality, Artificial Intelligence, and so
on), the traditional e-commerce websites employ emotion-based
methods to improve the interaction with consumers and to
enhance user experience in their website (Yi et al., 2015). For
example, with the advent of IoT (Internet of Things) devices
such as Smart Mirrors as a supporting feature of website through
the internet, not only online consumers can try clothes or
makeups virtually and order the products right away if they
like but e-commerce websites also recommend clothe styles or
makeups based on an emotional sensitivity of each consumer.3
In other words, e-business managers can develop marketing
strategies focusing on the emotional sensitivity of their consu-
mers, which allows tailoring products, services, and offers their
customers a delicate choice (Yi et al., 2015). Simply put, utilizing
the degree of consumers’ EI with an innovative technology,
e-commerce companies can provide a comprehensive shopping
experience to their consumers with a high level of customized
services and advertisements, in turn, leads to consumer satisfac-
tion and sale engagement.
Despite the contributions, this study also has several limita-
tions. First, we had recruited the survey respondents using
a specific type of nonrandom sampling method, namely,
a convenience sampling that relies on data collection from popu-
lation members who are conveniently available to participate in
a study. We selected survey participants merely on the basis of
proximity and did not consider whether they represent the entire
population or not. The majority of respondents were undergrad-
uate and graduate students who could possibly have more will-
ingness to participate in this study. Therefore, in order to
generalize the results on a bigger population, the sample should
be taken from a bigger population either through stratified, clus-
ter, or other recognized random sampling methods. Hence, future
studies have to employ a survey with more diverse consumer
segments represented. Second, according to Sharma et al.
(2010), there is a difference in the pursuit of utilitarian and
hedonic value according to the lifestyle of consumers. It can be
seen that there is a shopping difference in the pursuit of utilitarian
and hedonic value in consumers’ use of online shopping. Even
social value is another important value proposition that some
e-commerce websites provide through their social communities.
In that situation (i.e. social commerce), the perceived social value
would be a crucial factor that influences e-shopping behaviors. In
this study, however, we mainly focused on the role of EI; we did
not consider any situational factors such as consumers’ life-study,
social influence as construal variables. In future research, it is
recommended to analyze the effect of EI on online consumers’
shopping behaviors considering various situational factors.
Notes
1. In this study, B2C online shopping/e-shopping refers to a form of
electronic commerce (e-commerce) which allows online consu-
mers to directly buy goods/services from selling parties over the
Internet. Online shoppers or online customers are buyers who can
8 S. H. LIM AND D. J. KIM
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 com-
puter-augmented mirrors with a screen behind it. That screen can
be an Android tablet or a computer monitor with sensing devices.
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About the Authors
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 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 secur-
ity (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.
10 S. H. LIM AND D. J. KIM

Appendix A. Measurement items

Constructs Measurement Items Sources

Emotional Self-emotion ei1. I have a good sense of why I have certain feelings most of the time. Adopted by Wong and Law (2002)
Intelligence (EI) appraisal ei2. I have good understanding of my own emotion.
(SEA) ei3. I really understand what I feel.
ei4. I always know whether or not I am happy.
Others’ ei5. I always know my friends’ feeling from their behavior. Adopted by Wong and Law (2002)
emotion ei6. I am a good observer of others’ feeling.
appraisal ei7. I am sensitive to the feelings and emotions of others.
(OEA) ei8. I have good understanding of the emotions of people around me.
Use of ei9. I always set goals for myself and try my best to achieve them. Adopted by Wong and Law (2002)
emotion ei10. I always tell myself I am a competent person.
(UOE) ei11. I am a self-motivated person.
ei12. I always try my best.
Regulation of ei13. I am able to control my temper and handle difficulties rationally. Adopted by Wong and Law (2002)
emotion ei14. I am quite capable of controlling my own emotions.
(ROE) ei15. I can always calm down quickly when I am very angry.
ei16. I can control my own emotions.
Utilitarian uv1. The price and quality of the goods/services purchased at the shopping Overby and Lee (2006)
Value (UV) website was optimal.
uv2. I could save time by purchasing goods/services at the shopping
website. (dropped)
uv3. The goods/services I bought at the shopping website were excellent.
uv4. Thee shopping website provided competitive price.
Hedonic hv1. Buying goods/services at the shopping website but also enjoy doing so. Overby and Lee (2006)
Value (HV) hv2. Buying goods/services at the shopping website helped me escape from
other things.
hv3. Buying goods/services at the shopping website gave me a sense of
liberation.
hv4. Generally, internet shopping preoccupies my mind.
Shopping Satisfaction (SS) ss1. I like the product/service I purchased through the online shopping site. Partially Modified by Carpenter (2008), and
ss2. I am happy to use the product/service I purchased through the online Kim et al. (2004)
shopping site.
ss3. I am satisfied with the product/service I purchased through the online
shopping site.
ss4. As a whole, I am satisfied with the product/service I purchased through
the online shopping site.
e-Loyalty (EL) el1. I have a loyalty to the online shopping site I use. Partially Modified by Carpenter (2008)
el2. I am fully immersed in the online shopping site I use.
el3. I do not think I am a loyal customer of the online shopping site I use.
(dropped)
Continual cui1. I will use the online shopping site regularly in the future. Partially Modified by Lee (2010) and
Intention cui2. I will frequently use the online shopping site in the future. Bhattacherjee (2001)
to Use (CIU) cui3. I will strongly recommend the online shopping site to others.

Appendix B. Factor loadings

Emotional Intelligence Utilitarian Value Hedonic Value Shopping Satisfaction Continual Intention to Usage e-Loyalty
uv1 0.87
uv3 0.89
uv4 0.84
hv1 0.85
hv2 0.93
hv3 0.89
hv4 0.88
ss1 0.91
ss2 0.81
ss3 0.94
ss4 0.93
el1 0.92
el2 0.94
ciu1 0.92
ciu2 0.92
ciu3 0.83
Note: Emotional Intelligence is measured as a higher order formative construct.