The Role of Female Online Shoppers’ Emotional Intelligence on Their Shopping Behavior: A Cognition-Affection-Conation Framework

Abstract

The presence of e-commerce has changed consumer shopping behavior, and each consumer has different shopping behaviors based on their dispositions and psychological status, including emotional intelligence, which is seen as playing a role in determining consumer behavior in the online environment. Related to emotional intelligence, women generally have a higher emotional intelligence index than men. They tend to be more emotionally expressive, understand emotions better, and have greater abilities in terms of interpersonal skills. In addition, the survey results have proven that online consumers in Indonesia are dominated by the female gender and transact more often than men. This study aims to analyze the influence of female consumers' emotional intelligence on online shopping behavior by using a framework of cognitive, affective, and conative processes as a comprehensive theoretical foundation in the context of B2C shopping. Data collection was carried out on 200 female online shoppers, with hypothesis testing carried out using Partial Least Squares Structural Equation Modeling. The results proved that emotional intelligence plays a role in determining the shopping behavior of female online consumers, whose emotional intelligence has a significant effect on the satisfaction of their online shopping and has an impact on their intention to continue to use online channels for shopping and their loyalty to e-commerce websites.

Modelling Online Shopping Behaviour Patterns among Higher Education Consumers: A Structural Equation Modelling (SEM-AMOS) Approach

“…Consumer's Attitude: The consumer's attitude comprises three components which are affection, cognition, and behavior (Wu & Tsai, 2017). Fihartini et al (2023) defined affection as an emotional characteristic such as satisfaction. According to Peter, Olson, & Grunert (1999) affection is broken down into emotions, particular feelings, moods, and judgments.…”

“…On the other hand, affection is the expression of one's comprehension of a subject through their response, whether they like or dislike it (Hanna & Wozniak, 2001). Meanwhile, cognition refers to psychological characteristics, such as emotional intelligence (Fihartini, Ramelan, Karim, & Andriani, 2023). Besides that, consumer cognition is defined as their perception, beliefs, and knowledge of the attitude's subject matter.…”