Examining the Interlinkages among the Virtual Experiential Technique’s Influencing Factors in the eCommerce Industry: An ISM and MICMAC Approach

Abstract

Globally eCommerce potential is expanding at 55% of CAGR and accounts for 30% of global GDP growth as per the report generated by NASSCOM and Statista. The eCommerce industry's sustainability, on the other hand, is dependent on rising consumer engagement using tailored virtual experiential techniques. Hence, the focus of this study is on the links among the factors that influence sustainable client engagement via virtual experiential approaches. After reviewing 44 ABDC-indexed literature and utilising the nominal group technique, a list of 19 parameters influencing virtual experiential methods was identified. The driving force-dependency quadrant graph is then built using cross-impact matrix multiplication, and the hierarchical structure of each factor is identified using the ISM soft approach. Resultantly, immersive technologies were identified as the main VET driver for generating long-term customer engagement. This study will help decision-makers create proactive plans and regulations to strengthen operational models and boost the eCommerce industry's sustainable growth.

Keywords

• interpretive structure modelling
• micmac
• sustainable competitive advantage
• sustainable customer relationship
• virtual experiential techniques