A Study Exploring the Factors Affecting Purchase Intention of Online Consumers in Quick – Commerce

Quick Commerce (Q-Commerce) is changing how we shop, with speed and convenience becoming more important than ever. As more people rely on these platforms for instant deliveries, it’s crucial to understand what really drives their buying decisions. This study looked into key factors like ease of use, trust, usefulness, price, and delivery speed. Interestingly, it found that traditional elements like trust and ease of use don’t matter as much in Q-commerce—what really stands out is delivery speed, though even that isn’t overwhelmingly significant. The findings suggest that other elements like product availability, competitive pricing, and reliable service might play a bigger role than expected. For Q-commerce brands, this means focusing less on flashy tech and more on smooth logistics and customer satisfaction. By applying and rethinking the Technology Acceptance Model (TAM), the study shows we need fresh approaches to truly understand today’s fast-moving consumer behavior.