电子冲动购买的解释结构模型:一项印度研究

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2018-06-30 DOI:10.1504/IJEMR.2018.10010929

Hemraj Verma, Shalini Singh

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引用次数: 2

摘要

由于无现金时代的兴起，今天印度的电子零售已经成为一种普遍的活动。据报道，除了有计划的网上购物外，一些网上购物者也沉迷于冲动购物。本文旨在识别刺激电子冲动购买的相关因素，并利用解释结构模型(ISM)分析它们之间的相互作用。为此，通过广泛的文献回顾和对30个深度访谈的定性分析，确定了因素。然后应用ISM提出了一个电子冲动购买模型，显示了电子冲动购买相关因素之间的层次范式和上下文相互关系。这个模型可以被在线零售商、市场研究人员和决策者用来获取与刺激电子冲动购买的主要因素相关的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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

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.

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.