From Click to Quick - Examining the drivers of Quick Commerce on Online Consumer Behavior

Have you ever wondered what’s driving the rise of Quick Commerce, and why so many consumers are making the switch from traditional online shopping? In today’s fast-paced world, we expect everything at our fingertips, delivered faster than ever. But what’s really behind this shift in behavior? In this episode, we’ll explore the evolution of Quick Commerce, and how it’s shaking up the direct-to-consumer market. We’ll dive into the forces that push, pull, and even moor consumers to one platform or another, guided by the intriguing frameworks of Construal Level Theory and Fuzzy Cognitive Mapping. From the ease of use to the allure of Cash on Delivery, each hypothesis paints a vivid picture of why we switch, and what keeps us coming back. Is it efficiency? Flexibility? Or maybe, it’s simply about staying ahead of the latest trends. As we peel back the layers of this new commerce model, you’ll start to see how it’s not just changing the way we buy—it might be transforming the way we live. So, here’s the big question: Will Quick Commerce become the new normal, or is it just a passing phase? Reference Mukhopadhyay, Mayukh, From Click to Quick - Examining the drivers of Quick Commerce on Online Consumer Behavior Using Fuzzy Cognitive Mapping (December 17, 2023). Paper ID ICMI/2321, International Conference on Marketing Innovation 2023, Track “Innovation in Consumer Experience”, jointly organized by Indian Institute of Management Kashipur and Whitman School of Management Syracuse University, Available at SSRN: https://ssrn.com/abstract=4720199 or http://dx.doi.org/10.2139/ssrn.4720199