From Click to Quick - Examining the drivers of Quick Commerce on Online Consumer Behavior Using Fuzzy Cognitive Mapping

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

11 Pages Posted: 8 Mar 2024

See all articles by Mayukh Mukhopadhyay

Mayukh Mukhopadhyay

Indian Institute of Management (IIM), Indore; Indian Institute of Technology (IIT), Kharagpur - Vinod Gupta School of Management

Date Written: December 17, 2023

Abstract

Purpose - This study aims to understand the drivers of Quick Commerce in the direct-to-consumer market and its influences on online consumer behavior.

Design/methodology/approach - The approach is divided into three parts. Firstly, we introduce the concept of Quick Commerce (QC) by differentiating it from traditional Electronic Commerce (EC). Secondly, we do a literature review on Push-Pull-Mooring (PPM) Paradigm, Construal Level Theory (CLT) and Fuzzy Cognitive Mapping (FCM). Thirdly, we propose a FCM framework that examines the drivers of Quick Commerce through the lens of Push-Pull-Mooring and Construal Level theory (CLT).

Findings - A series of hypotheses have been formulated to explore the factors associated with the propensity to switch from Electronic Commerce (EC) to Quick Commerce (QC). The first hypothesis suggests that lower efficiency is positively correlated with the intention to switch, indicating that customers facing decreased efficiency within EC platforms may be more inclined to transition to QC alternatives. The second hypothesis posits that ease of usage is a pivotal factor, proposing a positive relationship between ease of usage and the likelihood of switching, signifying that customers may be more prone to switch when they find QC services more user-friendly. The third and fourth hypotheses introduce the significance of specific features in this context. The third hypothesis suggests a positive correlation between the availability of Cash On Delivery in QC and the intention to switch, while the fourth hypothesis proposes a similar relationship between the leniency of return policies and switching intent. The fifth hypothesis underscores the role of conformity, suggesting that individuals who conform more readily to prevailing trends may exhibit a greater inclination to switch to QC. The sixth hypothesis introduces personal experience as a determinant, indicating a positive correlation with the intention to switch, suggesting that customers who have had prior exposure to QC services may be more likely to transition from EC. Lastly, the seventh hypothesis suggests that switching intention may be positively correlated with actual behavior, but this association is moderated by the dark store model of last-mile delivery.

Originality - This study is the first to analyze the drivers of quick commerce using Fuzzy Cognitive Mapping to provide a comprehensive framework for comprehending the dynamics of switching intent in the context of EC and QC, shedding light on the multifaceted factors influencing customer decision-making in this evolving landscape.

Research limitations/implications - The limitation of this study is with the FCM modeler, where we can convert a static framework to quasi-dynamic scenario but cannot do a temporal study by understanding how the scenarios change with passage of time.

Practical implications - This study will help managers of eCommerce firms to have a clarity of thought on how to plan their Quick commerce journey, specially to build in-house capabilities or go via acquisition route.

Social implications - Quick commerce has triggered a distinct shift in consumer purchase behavior. Hyperlocal delivery has evoked the unplanned purchase intention which in turn can disrupt other consumer appliances industry due to change in intention storage and refrigeration in the long run.

Keywords: Quick Commerce, Push-Pull-Mooring Paradigm, Fuzzy Cognitive Mapping, eCommerce

JEL Classification: M10, M11, M13

Suggested Citation

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

Mayukh Mukhopadhyay (Contact Author)

Indian Institute of Management (IIM), Indore ( email )

Prabandh Sikhar
Rau-Pithampur Road
Indore, Madhya Pradesh 453331
India

HOME PAGE: http://www.iimidr.ac.in

Indian Institute of Technology (IIT), Kharagpur - Vinod Gupta School of Management ( email )

Kharagpur, 721302
India

HOME PAGE: http://member.acm.org/~mukhopadhyaym

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