Although many e-commerce researchers have studied consumers’ shopping behaviors with different perspectives, there is little evidence on whether psychological capital characteristics, such as emotional intelligence, affect online consumers’ shopping behaviors. To develop an effective marketing strategy of e-commerce companies, it is crucial to understand the impact of consumers’ psychological capital characteristics on their shopping behaviors. Using a cognition-affection-conation framework as an overarching theoretical foundation, this study explores the effect of emotional intelligence (EI) as one of the consumer’s psychological capital characteristics on online consumers’ value perceptions/shopping behaviors including shopping satisfaction, their continual intention to use the shopping site, and e-loyalty toward the site. Our empirical analysis results show consumers’ EI influences online consumers’ value perceptions (i.e., utilitarian and hedonic values of e-commerce) and shopping behaviors (i.e., satisfaction, continuous intention, and e-loyalty). We will discuss theoretical and practical contributions of the study.

尽管许多电子商务研究人员从不同角度研究了消费者的购物行为，但很少有证据表明心理资本特征（如情商）是否会影响在线消费者的购物行为。为了制定有效的电子商务公司营销策略，了解消费者心理资本特征对其购物行为的影响至关重要。本研究使用认知-情感-构架框架作为总体理论基础，探讨情绪智力（EI）作为消费者心理资本特征之一对在线消费者的价值观念/购物行为（包括购物满意度，他们的持续意图）的影响。使用购物网站，以及对网站的电子忠诚度。我们的实证分析结果表明，消费者的EI影响在线消费者的价值观念（即电子商务的功利价值和享乐价值）和购物行为（即满意度，持续的意图和电子忠诚度）。我们将讨论该研究的理论和实践贡献。