The Impact of Quick Commerce that Influence the Purchase Decision of E-Grocery

Abstract

The recent technological advancements have catalysed significant transformations in various aspects of human life, notably in the realm of electronic commerce. Among these changes, the emergence of online platforms for purchasing groceries, commonly referred to as E-grocery, has garnered considerable attention, particularly in the post-pandemic era. Within this landscape, Quick Commerce (q-commerce) has emerged as a prominent model, facilitating the on-demand delivery of groceries. This study aims to investigate the influence of key factors such as e-service quality, perceived ease of use, and electronic Word-of-Mouth (e-WoM) on consumers' decision-making processes regarding online grocery purchases, specifically through the Astro quick commerce application, with e-trust serving as a mediator. Utilizing Structural Equation Modelling (SEM) techniques and data collected from 125 respondents, the analysis reveals that both e-service quality and e-WoM positively impact consumer e-trust. Moreover, these factors, in conjunction with e-trust itself, significantly influence consumers' decisions to make purchases. To foster positive e-WoM for the Astro platform, the study suggests improving compensation services, prioritizing application usability, and closely monitoring all Astro-related information.