Abstract:

In this study, we tested on the role of emotional intelligence and trust as significant psychological elements in predicting the consumers’ decisions to engage in social networking online purchase. This is because, unlike past online shopping, consumers now have become more receptive and are willing to engage in the social networking online shopping despite the fact these shopping sites lack many trustworthy elements due to its limited virtual characteristics. We then proposed a model that links relationships of emotional intelligence, trust, perceived value, perceived intention and confirmation. Based on the regression analyses, the survey findings reveal consumers’ decisions are explained by the relationship between emotional intelligence and trust, which then the trust plays the role as the predictor to purchase intention. The study is significant as understanding the emotional intelligence is the basis of taking the appropriate strategies for the online retailers in capturing more consumers and higher sales. Building on this research and for knowledge enrichment, future study may incorporate social informatics in building social intelligence of the future social business community. .