Understanding Q-commerce adoption: the role of technological, social, marketing stimuli, and service quality on usage intention

What the paper says

Purpose Q-commerce has revolutionised the entire shopping landscape with its ultra-fast deliveries. There is a lack of studies that provide a comprehensive understanding of the factors affecting Q-commerce adoption. This study aims to identify the various antecedents that affect perceived value, trust and usage intention in the context of Q-commerce. Design/methodology/approach The study employed a causal research design to examine consumers' intentions to use Q-commerce platforms. A 5-point Likert scale was administered in the questionnaire. A purposive sampling method was used, and 795 valid responses were retained for analysis. The analysis was done using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings A study confirms that technological advancements, effective marketing, strong social influence, and high service quality significantly enhance perceived value and trust, ultimately driving usage intention in the q-commerce sector. Practical implications The study provides actionable insights for Q-commerce managers to reinforce technological, service, marketing, and social factors that strengthen consumers' perceived value and trust. By effectively integrating these dimensions, platforms can enhance user engagement, stimulate stronger usage intentions, and build long-term loyalty. Furthermore, developing personalised incentives and structured loyalty programs can encourage repeat purchases, foster enduring trust, and improve overall competitiveness in the fast-paced digital marketplace. Originality/value This study makes theoretical contributions to consumer behaviour research and provides practical insights for Q-commerce platforms to enhance user engagement and trust.