Interpretive Structural Modelling of Critical Factors Influencing E-Commerce in India

Abstract

Digitization has made the channel of doing the business easier and timeless. With the fast-growing economy with e-commerce, it becomes a priority to study the parameters that influence e-commerce. In this paper, the authors have recognized nine factors: customer satisfaction, user interface, gender-related approach to e-commerce platform, company's association with customers, data breach, digital literacy, localization of internet content, digital infrastructure, and government policy. This chapter presents a keen study on the contributions of the factors on the e-commerce structure. Interpretive structure modelling technique has been used to provide a systematic judgement on the influence of provided parameters. MICMAC analysis has been carried out to classify the critical factors as per their dependence and driving powers. Results from the study have shown that customer satisfaction is the most dependent factor and the long-term goal to achieve for an e-commerce success. Government policy remains lowest in the strata and derives all the other parameters.