Article: Emerging managerial issues in adoption of quick commerce among youngsters in India using extended UTAUT2 framework: transformative trends in retail Journal: International Journal of Electronic Business (IJEB) 2026 Vol.21 No.1 pp.28 - 55 Abstract: Following the COVID-19 pandemic, there has been a notable upsurge in e-commerce within India, accompanied by the emergence of quick commerce (Q-commerce). To enhance Q-commerce usage, organisations and supply chain managers must understand the key factors driving customer adoption and the influences shaping their intention to use it. Therefore, the objective of this study is to examine the level of hedonic motivation (HMT) and behaviour intention (BRI) using the extended UTAUT2 in the context of Q-commerce. Data was collected through online and field surveys, with a total of 343 participants completing a questionnaire. Multiple regression analysis was employed to test two developed models. The findings from model 1 demonstrate that hedonic motivation is positively and significantly affected by facilitating conditions, price value, and habit. Similarly, for model 2, the results indicate that behaviour intention is positively and significantly influenced by age, facilitating conditions, price value, and habit. Inderscience Publishers - linking academia, business and industry through research

Title: Emerging managerial issues in adoption of quick commerce among youngsters in India using extended UTAUT2 framework: transformative trends in retail

Authors: Ravishankar Krishnan; Logasakthi Kandasamy; P. Elantheraiyan Perumal

Addresses: School of Management, Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, Avadi – 600062, Tamil Nadu, India ' School of Business, RV University, RV Vidyanikethan Post, 8th Mile, Mysore Rd, Mailasandra, Bengaluru, Karnataka – 560059, India ' School of Management, Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, Avadi – 600062, Tamil Nadu, India

Abstract: Following the COVID-19 pandemic, there has been a notable upsurge in e-commerce within India, accompanied by the emergence of quick commerce (Q-commerce). To enhance Q-commerce usage, organisations and supply chain managers must understand the key factors driving customer adoption and the influences shaping their intention to use it. Therefore, the objective of this study is to examine the level of hedonic motivation (HMT) and behaviour intention (BRI) using the extended UTAUT2 in the context of Q-commerce. Data was collected through online and field surveys, with a total of 343 participants completing a questionnaire. Multiple regression analysis was employed to test two developed models. The findings from model 1 demonstrate that hedonic motivation is positively and significantly affected by facilitating conditions, price value, and habit. Similarly, for model 2, the results indicate that behaviour intention is positively and significantly influenced by age, facilitating conditions, price value, and habit.

Keywords: Q-commerce; UTAUT2; customers; hedonic motivation; behaviour intention.

DOI: 10.1504/IJEB.2026.150464

International Journal of Electronic Business, 2026 Vol.21 No.1, pp.28 - 55

Received: 19 Jun 2024
Accepted: 21 Aug 2024
Published online: 15 Dec 2025 *

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Title: Emerging managerial issues in adoption of quick commerce among youngsters in India using extended UTAUT2 framework: transformative trends in retail

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