Shopping values and shopping well-being in quick commerce food services: insights from a multi-group analysis

Purpose Shopping values significantly shape shopping well-being (SWB) and consumer behavior in quick commerce (Q-commerce) food services. This research examines the effect of two shopping values (utilitarian and emotional) on SWB and examines their impact on customer loyalty and word-of-mouth (WOM). This study also focuses on generational differences and examines whether the interrelationship among shopping values, SWB, customer loyalty and WOM differs across Generation Y (Gen Y) and Generation Z (Gen Z) in Q-commerce food services. Design/methodology/approach Data were collected from 362 Q-commerce users, using a mixed survey approach combining an online and offline method. Subsequently, a t-test was used to identify whether both groups of data (online and offline) were consistent. A partial least squares structural equation model was used to evaluate the theoretical framework. Findings The study demonstrates that shopping values (utilitarian and emotional) significantly affect SWB in the Q-commerce food services context except social value. SWB, in turn, enhances customer loyalty and stimulates positive WOM. The multi-group analysis revealed that Gen Z emphasizes monetary value, while Gen Y focuses on convenience value and their SWB. Originality/value This study employs the cognitive–affective–conative framework in the emerging context of Q-commerce food services to examine how utilitarian and emotional values drive SWB. It extends Q-commerce literature by linking shopping values with SWB, loyalty and WOM, and uncovering generational differences between Gen Y and Gen Z, providing actionable insights for marketers to design efficiency- and experience-driven value strategies that foster favorable conative outcomes.