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http://dx.doi.org/10.5859/KAIS.2017.26.2.165

The Determinant Factor on the Cautious Purchasing and Satisfaction of Online Shopping Mall: Moderating Effect of Emotional Intelligence  

Han, Su Jin (호서대학교)
Kang, Sora (호서대학교)
Publication Information
The Journal of Information Systems / v.26, no.2, 2017 , pp. 165-183 More about this Journal
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.
Keywords
Cautious purchasing; Prevention focus; Emotional intelligence; Purchasing satisfaction; Online shopping mall;
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Times Cited By KSCI : 6  (Citation Analysis)
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