Impact of Impulsive Buying Behavior and Opinion Leadership on the Relationship between Emotional Intelligence andConsumer Satisfaction of Smartphone buyers

Abstract

This research studies the Impact of Impulsive Buying Behavior and Opinion Leadership on the relationship between Emotional Intelligence and Consumer Satisfaction of Smartphone buyers. Due to an increased usage of smartphones among the youth of India, it has become a challenge for today’s marketers to find out the factors which affect, directly or indirectly, the sale of smartphones. Partial Least Square technique of Structural Equation Modeling was applied using SmartPLS 2.0.M3 to understand the proposed relationships. Both Impulsive Buying Behavior and Opinion Leadership were found to be significant mediators of the relationship between Emotional Intelligence and Consumer Satisfaction. Managerial implications have been discussed.