The effect of techology acceptance modal managed by emotional intelligence on purchasing decision

It has been experiencing industrial and electronic revolutions for the last few centuries. With 21th century the network revolution was added to these revolutions. The Internet with e-commerce is the engine force of this revolution. With the introduction to the electronic age, commercial transactions and functions have become electronically sustainable. Development and change in technology have affected firms as well as people's buying behavior. For this purpose, technology acceptance models have been developed. In the field of marketing and consumer's behavior, the emotions of individuals have also gained importance in purchasing behavior. The emotion and mood at that moment are among the biggest factors in people's decision to buy. This study aimed to investigate the influence of technology acceptance model (TAM) and emotional intelligence (EQ) on purchasing decision. The research was conducted with 402 participants residing in Kayseri province. As a result of the study, it was found that participants ' behavior to accept technology varied depending on their age, educational status and income. Shopping over the internet has been shown to influence the relationship of emotional intelligence to perceived utility and behavioral intent to perceived useage. Participants ' online buying behavior was found to influence perceived benefit and behavioral intent towards perceived use. It has been concluded that it affects behavioral intent and actual use towards perceived use.