An analysis of the drivers of consumers' purchasing behavior in quick commerce platforms

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Journal ISSN
Volume Title
School of Business | Master's thesis
Date
2024
Major/Subject
Mcode
Degree programme
Information and Service Management (ISM)
Language
en
Pages
83
Series
Abstract
As shopping through quick commerce apps becomes more popular, it's essential to figure out what makes people buy things on these platforms. The study leverages two models, the Mobile Service Quality (M-SERVQUAL) and the Technology Acceptance Model (TAM) to analyze the interplay of these factors. With 120 valid responses collected through online surveys, a Partial Least Squares-based Structural Equation Modelling (PLS-SEM) approach was employed for analysis. Our findings suggest that Technology Acceptance factors including perceived usefulness and perceived ease of use, along with mobile service quality factors such as interface quality and information quality, are closely linked to consumer purchasing behaviour. This means they directly and positively influence consumer purchasing behavior. Interestingly, while interaction quality also emerged as a factor tied to consumer purchasing behaviour, it didn't significantly impact it due to the varying user preferences and expectations. This highlights the dynamic nature of quick commerce platforms. The implication is that factors traditionally acknowledged as crucial in m-commerce may not always uniformly dictate consumer choices. As such, this research provides platform developers, businesses, and other stakeholders, with a thorough understanding of the determinants that distinctly influence quick commerce platform purchasing behaviour. This understanding is key for tailoring strategies and improving platform features, ensuring a more effective and user-centric approach in the rapidly evolving field of quick commerce.
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Thesis advisor
Tuunainen, Virpi
Keywords
quick commerce platforms, consumer purchasing behavior, technology acceptance mode, service quality model
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