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Meghna Saini
Dr. Seema Rathee
Keywords:
Q-commerce, TAM, E-SERVQUAL, ECT, adoption, satisfaction
Abstract:
Quick Commerce (Q-commerce) has arisen as the third generation of digital retail, promising delivery of products within minutes which changes consumer expectations of convenience, speed, and reliability. Q-commerce platform adoption rates are rising rapidly but sustaining consumer loyalty and continuance remains a challenge. Most of the existing literature on digitally facilitated commerce applies models such as the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT/UTAUT2), Expectation-Confirmation Theory (ECT), Diffusion of Innovation Theory (DOI) or E-SERVQUAL independently but few attempts have been made to integrate these into a unified framework customized to the mechanisms of Q-commerce. This paper presents a conceptual model by combining perceived usefulness and perceived ease of use from Technology Acceptance Model (TAM), three service quality dimensions from E-SERVQUAL—interaction quality, information quality, and interface quality and satisfaction from ECT (Expectation-Confirmation Theory) which comes after a customer adopts a product and then compare the outcome with the expectations
which results in confirmation leading to satisfaction.
The conceptual framework says that adoption is shaped by perceptions of usefulness, ease of use and technology enabled service quality which then influence satisfaction when expectations are confirmed ultimately driving long-term continuance. By drawing insights from e-commerce, m-commerce, and Q-commerce research the study finds gaps in existing literature, including limited attention to integrated models and service quality in instant commerce. The proposed study contributes by bridging gap between adoption and satisfaction literature and by guiding Q-commerce platforms to focus on delivery speed but also on digital service quality to ensure continuous consumer engagement.
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International Journal of Recent Research and Review
ISSN: 2277-8322
Vol. XVIII, Issue 4
December 2025
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PUBLISHED
December 2025
ISSUE
Vol. XVIII, Issue 4
SECTION
Articles
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