Title: Employing TAM model to investigate the factors influencing quick commerce applications adoption using structural equation modelling technique

Authors: B. Deepthi; Vikram Bansal

Addresses: Atal Bihari Vajpayee School of Management and Entrepreneurship, Jawaharlal Nehru University, New Delhi, India ' Atal Bihari Vajpayee School of Management and Entrepreneurship, Jawaharlal Nehru University, New Delhi, India

Abstract: Quick commerce applications are increasingly extending their footprint all over the world as a direct consequence of the increasing need for speedy delivery from today's consumers. Quick commerce, also known as q-commerce, is the next generation of e-commerce, and as the name indicates, it is all about being quick. Q-commerce also goes by the moniker quick commerce. Utilising the technology acceptance model (TAM), the objective of this study is to identify the factors that have the most impact on the degree to which people are willing to use Q-commerce apps. In order to validate the hypotheses included within the suggested model, the structural equation modelling (SEM) technique was used. This study makes use of survey research, and the data was gathered from 277 participants residing in various metropolitan cities in India. According to the findings, the link between the intention of ordering through Q-commerce apps and the perceived benefits (PB), perceived ease of use (PEU), social influence (SI) and socio-demographic factors (SDF) are significantly and positively correlated with one another. The study's results may aid organisations operating in the Q-commerce market in comprehending the aspects influencing the customers' ordering behaviour.

Keywords: Q-commerce; technology acceptance model; TAM; structural equation modelling; SEM.

DOI: 10.1504/IJMED.2023.134670

International Journal of Management and Enterprise Development, 2023 Vol.22 No.4, pp.348 - 365

Received: 25 Sep 2022
Accepted: 26 Feb 2023
Published online: 03 Nov 2023 *

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