Abstract
Filipinos’ interest in online shopping is growing, and businesses know that they should adapt to this new marketing landscape. To win, business managers should strategize on how to compete in satisfying their online customers. This paper explores the effects of emotional intelligence (EI) on consumers’ shopping satisfaction (SS). Further, it studies if consumer perceived values, namely utilitarian values (UV) and hedonic values (HV), mediate their relationship. The respondents were the regular faculty of the Romblon State University, main campus, who have engaged in online shopping. The researchers used descriptive statistics (i.e., mean, standard deviation), and the linear and mediated regression analysis. The results show that EI affects HD, UV, and SS, while HD and UV affect SS. Moreover, the results reveal that UV fully mediates and HD partially mediates the relationship between EI and SS.
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