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.