Virtual Experiential Techniques Influencing Factors in the eCommerce Industry

What is it about?

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. On the other hand, the eCommerce industry’s sustainability depends on rising consumer engagement using tailored virtual experiential techniques. Hence, this study focuses 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.

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Photo by Mark König on Unsplash

Photo by Mark König on Unsplash

Why is it important?

The results of this study offer suggestions for raising e-commerce customers’ immersion levels and stimulating their level of engagement. This study makes a dual contribution. First and foremost, the creative use of ISM with MICMAC is a methodological advancement with significant benefits over previous multi-criteria decision-making techniques. Level partitioning of factors might offer a full perspective for managerial decision-making. This study’s modelling of the factors that impact consumers’ and e-commerce websites’ decision-making demonstrates its second contribution. It reveals that immersive technology is potentially the key driver for consumer engagement in e-commerce websites, yet this variable ranked at the lowest level of the model. The model’s middle level, which serves as the primary interface for the efficiency of the suggested model, is designated as the sustainable customer relationship. This strategic consideration requires managers to give it their full attention.

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