Determinants of Purchase Intention: An Interpretive Structural Modelling Approach

In the present paper, the factors which impact consumer behavior are explored through extensive literature review. Also, common determinants of online and offline consumer behavior are identified. Subsequently, ISM approach is used to find the inter-relationship among these factors. Finally, ISM model depicting this interrelationship is developed and MICMAC analysis is performed to categorize factors into clusters depending on their drive and dependence power. Identified factors common to both offline and online buying behavior include convenience, promotion, availability, brand image, demography, safety, quality, word of mouth and price. ISM reveals that promotion, brand image, demography, quality and price are the linking factors with strong dependence and driving power. Additionally, convenience, availability and safety have emerged as the independent factors with strong driving power and weak dependence power. Keywords: Offline buying. online buying. Determinants. ISM (Interpretive structural modelling). MICMAC DOI: 10.7176/JMCR/68-02 Publication date: May 31 st 2020