Factors Influencing App Choice Among Quick Commerce Users

Abstract

 The sudden rise in quick commerce has significantly impacted the retail landscape in urban areas by facilitating ultra-fast delivery of necessary items. Although the existing literature has focused mainly on consumer adoption and satisfaction, with a focus on survey studies evaluating consumer satisfaction, including contentment surveys, there is a lack of research on the determinants of actual consumer behavior that shape app choice decisions among quick commerce consumers. The proposed research seeks to explore and analyze the key factors shaping app choice decisions among quick commerce consumers using transactional data. To this effect, quantitative analysis techniques are used to assess the importance of various variables such as delivery time, discounts, order value, travel distance, product type, and customer ratings.

Using quantitative analysis, the proposed research discovers that delivery time, discounts, and service quality are key factors shaping app choice decisions among quick commerce consumers. The results of the research show that, despite the importance of ultra-fast delivery, service quality is a significant factor in app choice decisions. In addition, order value and product type are found to moderate the relationship between pricing incentives and app choice decisions.

By going beyond the boundaries of perception studies using surveys, the proposed research makes a significant contribution to the growing body of literature on quick commerce by providing a fresh insight into this emerging phenomenon.

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