International Journal of Social Science Research (IJSSR)

Impact of Quick Commerce (Q-Commerce) on Impulsive Buying Behaviour Among Urban Indian Consumers

Quick commerce (Q-commerce), characterised by ultra-fast delivery of goods within 10–30 minutes, has emerged as a disruptive force in India's retail landscape, particularly in Tier-1 and rapidly urbanising Tier-2 cities. This study investigates the impact of Q-commerce on impulsive buying behaviour among urban consumers in Patna, Bihar, using the Stimulus-Organism-Response (S-O-R) framework and elements of the Theory of Planned Behaviour (TPB). A structured survey employing a five-point Likert scale was administered to n = 172 respondents residing in the Patna urban agglomeration. Data were analysed using Structural Equation Modelling (SEM) with supplementary multiple regression analysis. The findings reveal that delivery speed (β = 0.412, p < 0.001) and convenience perception (β = 0.387, p < 0.001) are significant positive predictors of impulsive buying tendency (IBT). Impulsive buying tendency, in turn, significantly influences customer satisfaction (β = 0.298, p < 0.001) and post-purchase regret (β = 0.223, p = 0.005). The mediation analysis confirms that convenience perception partially mediates the relationship between delivery speed and IBT. The study contributes to extant literature by contextualising Q-commerce within a semi-metropolitan Indian urban setting and offers actionable insights for Q-commerce operators, policymakers, and consumer welfare advocates.