Factors Influencing Online Buying Experience Through Retail Mobile Applications using Interpretive Structural Modelling

This study aims to identify the factors Influencing the online buying experience through retail mobile applications and modeling their internal communications. In this regard, an attempt was made to screen and finalize the detected indications using the Delphi method with the assistance of experts, based on the indicators identified in the theoretical model of customer experience in retail mobile applications (CERM). The Delphi approach was used in three stages to eliminate 21 indications. The extraction model was then examined and the components were graded using interpretive structural modeling. Finally, the power of influence and degree of dependence of the components were examined using Mic Mac analysis. The capabilities of the mobile device, according to the findings of this study, are the most effective aspect in establishing a customer experience in retail mobile applications. In circumstances where decision-making is beyond the control of mobile app designers and retailers, this indicator, which is represented in the screen size of the phone, the type of mobile operating system, and the use of capabilities such as GPS, has the largest impact on the online buying experience. The key dimensions determining the customer experience were also discovered to be divided into six tiers, each of which has an impact on the others. This research was able to provide a more in-depth look at the aspects that influence customer experience in the retail business, particularly sales via retail mobile applications.