An Interpretive Structural Modelling for Studying the Effect of E-Consumer Behaviour on Companys Value Chain

• Published in: Journal of supply chain management systems Vol. 12; no. 2; p. 14
• Main Authors: Pandey, Abhinav, Banger, Arvind, Rajvanshi, Rohit, Jain, Eti, Srivastava, Ayushi
• Format: Journal Article
• Language: English
• Published: New Delhi Publishing India Group 01.04.2023
• Subjects: Artificial intelligence; Company structure; Complex variables; Consumer behavior; Customer services; Marketing; Modelling; Value chain; Value engineering
• ISSN: 2277-1387

An E-Consumer differs from a regular consumer in many aspects. There are many additional parameters involved in online transactions vis-a-vis offline ones. For example, the physical evidence, one of the Ps in the marketing mix, is very different for a brick-and-mortar consumer and an E-Consumer. An E-Consumer gets affected by the design and user-friendliness of the website, online customer service available, etc. A company’s value chain needs to be flexible enough to respond to the needs of the online consumer by incorporating advancements in technology. This paper begins with the development of a conceptual framework that explores dimensions of marketing, artificial intelligence and value chain affecting the company. The model is further explored to enlist identified variables, and identify their contextual relationship using Nominal Group Technique. Interpretive Structural Modelling and Matrice d’impacts croisés multiplication appliquée á un classment analysis have been adopted to understand the complex interrelationships amongst identified variables and to create a simpler hierarchical structure to understand the effect of E-Consumer behaviour on a company’s value chain.