Assessing stimulusorganism responses in impulse buying among young consumers on online platforms using a hybrid BWM-ISM approach
- Title
- Assessing stimulusorganism responses in impulse buying among young consumers on online platforms using a hybrid BWM-ISM approach
- Creator
- Sharma V.; Saharan A.; Gupta H.; Drave V.A.; Singh P.
- Description
- With the advent of online buying habits, this study employs three stages (identify, rank, and decode relationships) approach to investigate the enablers of online impulse buying behavior (OIBB) among young consumers. First, literature review in the backdrop of stimulusorganismresponse (SOR) framework was used to identify and experts opinions were used to validate 21 enablers of OIBB. Next, hybrid multi-criteria decision-making approaches, namely the bestworst method (BWM) was used to assign weights and rank; and interpretive structural modeling (ISM) to decide mutual relationship among the top ranked enablers. Results indicate that promotion, product variety, and product quality are the top ranked enablers of OIBB among young consumers. The study develops a hierarchical model to simplify complex relationships among key enablers, clarifying impulse buying through the first-time use of the BWM-ISM approach in OIBB research. This enables marketers and e-commerce sellers to better prioritize critical enablers of OIBB. This is a U.S. Government work and not under copyright protection in the US; foreign copyright protection may apply 2024.
- Source
- Journal of Marketing Analytics
- Date
- 2024-01-01
- Publisher
- Palgrave Macmillan
- Subject
- Bestworst method; Interpretive structural modeling; Online impulse buying behavior; Stimulusorganismresponse framework; Young consumers
- Coverage
- Sharma V., School of Business and Management, Christ University, Bengaluru, India; Saharan A., Jindal Global Business School, O.P. Jindal Global University, Sonipat-Narela Road, Near Jagdishpur Village, Sonipat, 131001, India; Gupta H., Department of Management Studies, Indian Institute of Technology, Indian School of Mines, Dhanbad, India; Drave V.A., Jindal Global Business School, O.P. Jindal Global University, Sonipat-Narela Road, Near Jagdishpur Village, Sonipat, 131001, India; Singh P., School of Business and Economics, State University of New York at Plattsburgh, 101 Broad Street, Plattsburgh, 12901, NY, United States
- Rights
- Restricted Access
- Relation
- ISSN: 20503318
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Sharma V.; Saharan A.; Gupta H.; Drave V.A.; Singh P., “Assessing stimulusorganism responses in impulse buying among young consumers on online platforms using a hybrid BWM-ISM approach,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 28, 2025, https://archives.christuniversity.in/items/show/13413.