Understanding Quick Commerce and Personal Well-being Among Generation Z: The Roles of Instant Gratification, Enhanced Lifestyle and Fear of Control

This study examines the antecedents of quick commerce. It investigates how quick commerce influences personal well-being among Generation Z through the mediating roles of instant gratification and enhanced lifestyle and the moderating role of fear of control. The proposed framework was empirically tested using a quantitative research design, with data collected through a structured online questionnaire and analysed using SmartPLS-4 software. The findings indicate that technological advancement is the most influential antecedent of quick commerce, followed by demand for hyperlocal delivery and behavioural changes. The results further demonstrate that instant gratification and enhanced lifestyle significantly mediate the relationship between quick commerce and personal well-being, while fear of control significantly moderates this relationship. These findings extend the emerging literature on quick commerce by connecting the convenience and consumption benefits of rapid delivery with consumers’ well-being and by highlighting the psychological mechanisms and boundary conditions underlying this relationship. From a managerial perspective, the findings offer insights for quick-commerce firms and marketers to develop customer-oriented strategies that leverage speed and convenience while addressing concerns about impulsive consumption and perceived loss of control. The study also offers implications for promoting more responsible and well-being-oriented quick-commerce consumption among Generation Z.