In today’s technology-based business scenarios, the adoption of Quick-commerce (Q-commerce) platforms/services for day-to-day shopping needs is growing. Understanding the consumer’s perspective on what drives them to buy things virtually is essential. The purpose of this study is to analyze the factors for continuing purchase intention through two models, uses and gratifications theory (UGT) and E-S-QUAL, in the context of Q-commerce.
Based on these two theories, a theoretical conceptual model was developed through literature review, which was tested with empirical data for 413 users of Q-commerce from a developing country. Informative/entertainment gratification and instant gratification (both from Uses and Gratification Theory or UGT) and system availability, efficiency, privacy and security and fulfillment (all four from e-service quality measurement scale or E-S-QUAL) comprised the six independent factors. Customer satisfaction, perceived value and purchase continuation intention were the dependent factors, while the variable personalized experience was the mediating variable.
The results of this study revealed that informative/entertainment gratification leads to customer satisfaction, which influences purchase continuation intention positively. Factors from E-S-QUAL led to the perceived value, which affected the purchase continuation intention of the consumer.
There are theoretical contributions of this study to the literature as it fills the scarcity of research in the emerging area of Q-commerce with an integrated UGT and E-S-QUAL model approach. There are significant practical implications as the insights may help stakeholders in an enhanced understanding of their existing and potential consumers and may lead to a superior business model and better service quality. The findings of this study provide actionable insights into quick commerce to enhance customer retention through personalization strategies.
