Determinants of Generation Z's Adoption of Quick Commerce Platforms: An Extended UTAUT2 Model

Abstract

Quick commerce (Q-commerce) has emerged as a rapidly growing retail format that offers ultra-fast delivery services to consumers. Despite its increasing popularity among Generation Z, limited research has examined the factors influencing their adoption of Q-commerce platforms using an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. This study investigates the determinants of Generation Z's behavioural intention and use behaviour by integrating traditional UTAUT2 constructs with Trust and AI Personalization. A quantitative research design was employed, and data were collected from 302 Generation Z consumers in Chennai, India, through a structured questionnaire. Structural Equation Modeling (SEM) using SPSS and AMOS was applied to assess the proposed relationships. The findings indicate that Performance Expectancy, Hedonic Motivation, Habit, Trust, and AI Personalization significantly influence behavioural intention, while behavioural intention strongly predicts actual use behaviour. The model explained 72.8% of the variance in behavioural intention and 68.4% of the variance in use behaviour, demonstrating strong predictive power. The study extends the UTAUT2 model by incorporating Trust and AI Personalization and provides valuable insights for Q-commerce firms seeking to enhance customer engagement and adoption among Generation Z consumers.