The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Determinant Factor on the Cautious Purchasing and Satisfaction of Online Shopping Mall: Moderating Effect of Emotional Intelligence

온라인 쇼핑몰 신중구매의 영향과 결정요인 : 정서지능의 조절효과를 중심으로

  • Received : 2017.05.03
  • Accepted : 2017.06.20
  • Published : 2017.06.30
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Abstract

Purpose The purpose of this study is to identify the related factors of cautious purchasing for buyers who have purchased products in online shopping mall. First, we focus on the prevention focus, which is one of the personal characteristics, that affect the cautious purchase, and analyze the satisfaction of purchasing according to cautious purchase. Furthermore, we investigate the influence of emotional intelligence (self-awareness and social-awareness) on the process of cautious purchasing and satisfaction. Design/methodology/approach In order to verify the hypotheses, this study surveyed individuals who purchase products on the Internet for about 2 months from August to September 2016. A total of 250 copies were returned, but 20 questionnaires that were incomplete were excluded. Thus, the final 230 samples were analyzed. Structural equation modeling (SEM) was used for hypothesis testing. Findings The result of this study showed that the cautious purchasing is stronger for the buyers with the prevention focus. And consumers who purchase carefully have higher satisfaction after purchasing. In addition, emotional intelligence in the cautious purchasing process has a positive moderating effect. Based on the results of this study, the theoretical and practical implications are suggested.

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References

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