The electronic commerce (e-commerce) market is experiencing explosive growth. Millions of retail network firms compete in the\nvirtual e-commerce market. A key aspect of online trading is emotional intelligence: these retail firms adopt emotional tactics to\nattract and retain customers. This article evaluates the emotional intelligence of small retail e-commerce network firms. By analyzing\nthe emotional information transmitting process, we propose a framework to measure virtual emotional intelligence abilities in\ne-commerce. Based on that framework, we adopt the ELECTRE III multicriteria evaluation method to evaluate the emotional\nintelligence of some small retail network firms on the TAOBAO e-commerce website. The results show that a correlation exists\nbetween emotional intelligence and sales in a network environment. Thus, improving virtual emotional intelligence abilities is\nimportant for retail network firms to increase customersâ?? satisfaction, gain competitive advantage, and promote their sales in the\ncurrent information society.
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