Abstract
This book chapter explores the pivotal role of emotional intelligence (EI) in influencing online purchase decision-making. Delving into the digital consumer landscape, it sheds light on how individuals harness their emotional intelligence to navigate the vast array of online choices. The chapter synthesizes empirical studies and theoretical frameworks, unraveling the nuanced interplay between emotional intelligence, consumer emotions, and the decision-making process in e-commerce. By examining the impact of EI on factors like trust, perceived value, and brand loyalty, the chapter provides a comprehensive understanding of its multifaceted implications. Additionally, it discusses practical implications for businesses seeking to optimize their online platforms, emphasizing the need for emotionally intelligent design and personalized experiences. With insights drawn from contemporary research, this chapter contributes to the evolving discourse on emotional intelligence's pivotal role in shaping the dynamics of online consumer behavior.
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