Determinants of Purchase Intention: An Interpretive Structural Modelling Approach

Trishala Chauhan


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 31st 2020

Full Text: PDF
Download the IISTE publication guideline!

To list your conference here. Please contact the administrator of this platform.

Paper submission email:

ISSN 2422-8451

Please add our address "" into your email contact list.

This journal follows ISO 9001 management standard and licensed under a Creative Commons Attribution 3.0 License.

Copyright ©