Multicriteria Evaluation of the Emotional Intelligence of Small Retail E-Commerce Network Firms

Jianfeng Li, Linhui Feng and Jun Zhai

Mathematical Problems in Engineering, 2019, vol. 2019, 1-8

Abstract:

The electronic commerce (e-commerce) market is experiencing explosive growth. Millions of retail network firms compete in the virtual e-commerce market. A key aspect of online trading is emotional intelligence: these retail firms adopt emotional tactics to attract and retain customers. This article evaluates the emotional intelligence of small retail e-commerce network firms. By analyzing the emotional information transmitting process, we propose a framework to measure virtual emotional intelligence abilities in e-commerce. Based on that framework, we adopt the ELECTRE III multicriteria evaluation method to evaluate the emotional intelligence of some small retail network firms on the TAOBAO e-commerce website. The results show that a correlation exists between emotional intelligence and sales in a network environment. Thus, improving virtual emotional intelligence abilities is important for retail network firms to increase customers’ satisfaction, gain competitive advantage, and promote their sales in the current information society.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:hin:jnlmpe:9798174

DOI: 10.1155/2019/9798174

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