The social networking has become a phenomenon not only to the social system, but also to the \nbusiness activities. Engaging the social network for buying and selling products and services has \nbecome common, although these shopping sites are lacking of many trustworthy elements due \nto their limited virtual characteristics. Thus, it motivates us to examine the role of emotional \nintelligence, trust and perceived value as significant psychological elements in predicting \nconsumers� decisions to engage in social networking online purchase. We then proposed a \nmodel that links relationships of emotional intelligence, trust, perceived value, purchased \nintention and confirmation. Using a survey conducted via a cross sectional study, we collected \ndata from 334 respondents who have taken part in social networking online purchase. Based on \nthe regression analyses, the findings reveal that consumers� decisions are explained by \nemotional intelligence and trust. Besides, trust plays the role as a predictor for perceived value \nand purchase intention. In addition, there are also significant relationships between perceived \nvalue and purchase intention, and between purchase intention and confirmation. The study \ncontributes to the understanding of emotional intelligence as the basis for online and mobile \nretailers in taking the appropriate strategies to attract more consumers and generate higher \nsales. Building on this research and for knowledge enrichment, future study may incorporate \nsocial informatics in building social intelligence of the future social business community.
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