The Speed of Desire: How Q-Commerce Fuels Impulse Buying

Abstract

Quick Commerce's transformation of retail creates ultra-fast delivery systems that accelerate impulse buying with the combination of digital marketing and speed-based psychological triggers. The research fills a knowledge gap by studying impulsive buying patterns in Q-Commerce through a combination of quantitative and qualitative methods. The research based on 500 Q-Commerce users and 30 in-depth interviews demonstrated that delivery speed strongly correlated (r = 0.71, p < 0.001) with impulse buying behavior. The analysis employed Structural Equation Modeling (SEM) to demonstrate promotional trigger effects and thematic analysis revealed excitement convenience and FOMO as fundamental psychological drivers. Machine learning algorithms confirmed the existence of patterns that forecast impulsive buying behavior. The research demonstrates that Q-Commerce creates more impulsive buying behavior than standard e-commerce platforms. The research provides important marketing insights but reveals ethical issues regarding consumer defenselessness which requires responsible business practices. Future research needs to study cultural variations and the extended financial effects of Q-Commerce.