Consumer Adoption and Continuance in Quick-Commerce Grocery Platforms: A Conceptual Framework for Pune City

Quick commerce has changed urban grocery shopping by combining mobile ordering, hyperlocal fulfilment and delivery promises measured in minutes. Yet speed alone does not explain why consumers adopt a platform, continue purchasing or recommend it. This conceptual paper develops an integrated framework for studying quick-commerce grocery behaviour in Pune City. A structured integrative review synthesises technology acceptance, electronic service quality, perceived value, trust, risk, satisfaction and continuance literatures, with particular attention to recent Indian quick-commerce evidence. The synthesis identifies seven platform-level antecedents: perceived usefulness, perceived ease of use, delivery speed reliability, fulfilment and product quality, price fairness, privacy and payment security, and electronic word of mouth. These antecedents are proposed to shape three internal evaluations - perceived value, trust and satisfaction - which in turn influence adoption intention, repeat purchase and recommendation. Time pressure, prior digital-shopping experience, age and household composition are positioned as boundary conditions. Pune is a theoretically relevant setting because its heterogeneous urban neighbourhoods, large student and professional population, traffic-related time costs and expanding hyperlocal retail infrastructure can produce meaningful variation in convenience, risk and value perceptions. The paper contributes by separating promised delivery speed from delivery reliability, treating transparent pricing and product integrity as trust mechanisms, and connecting initial adoption to post-purchase continuance. It concludes with testable propositions and a survey-based validation plan using stratified sampling and structural equation modelling. The framework offers researchers a defensible basis for a Pune-specific empirical study and helps urban platforms balance speed with reliability, fairness, consumer protection and long-term loyalty in practice.

quick commerce; consumer adoption; perceived value; trust; Pune City

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