Title: Interpretive structural modelling for e-impulse buying: an Indian study

Authors: Hemraj Verma; Shalini Singh

Addresses: Department of Management Studies, DIT University, Dehradun, India ' Department of Management Studies, DIT University, Dehradun, India

Abstract: E-tailing in India, today has become a widespread activity due to the rising cashless era. It is reported that apart from numbers of planned online purchases, several online shoppers are indulged in impulse buying too. This paper aims to identify the relevant factors that stimulate e-impulse buying and analyse their interaction by using interpretive structural modelling (ISM). For this, factors have been identified by extensive review of literature and by qualitative analysis of 30 in-depth interviews. ISM has been applied then to propose a model for e-impulse buying, showing hierarchical paradigm as well as contextual interrelationships between relevant factors of e-impulse buying. This model can be utilised by online retailers, market researchers and decision-makers to capture insights related to major factors stimulating e-impulse buying.

Keywords: e-impulse buying; factors; interpretive structural modelling; ISM; online shoppers; India.

DOI: 10.1504/IJEMR.2018.092698

International Journal of Electronic Marketing and Retailing, 2018 Vol.9 No.3, pp.288 - 306

Received: 07 Mar 2017
Accepted: 06 May 2017
Published online: 28 Jun 2018 *

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