Abstract Quick commerce (Q-commerce) has emerged as a rapidly growing, hyper local, ultra-fast retail format. Limited academic research on quick commerce is restricted to operational, logistics and service quality aspects, leaving room for consumer behaviour studies. Identifying and addressing this gap, the present study applies Theory of Planned Behaviour to explore the factors impacting the adoption of Q-commerce. The framework of the study positions utilitarian drivers such as convenience and time saving orientation as antecedents of attitude. Further, perceived behavioural control is proposed to influence both attitude and intention to adopt Q-commerce. Additionally, instant gratification orientation and price saving orientation are positioned as moderators, influencing the relationship between attitude and intention. Data from 383 consumers were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) on SmartPLS 4.0. Findings of the study suggest that while convenience, time saving orientation and perceived behavioural control significantly influence attitude toward intention for Q-commerce adoption. Out of the two moderators, only instant gratification orientation significantly influences the relationship between attitude and intention. Moderating effect of price saving orientation is not supported. Intention to adopt Q-commerce is significantly influenced by attitude and perceived behavioural control. The model demonstrates significant explanatory power. The study contributes to the consumer behaviour literature by integrating utilitarian and psychological drivers within TPB framework, offering actionable insights to retail platform managers seeking consumer adoption.
Pandey et al. (Wed,) studied this question.