The Adaptive Consumer: Social Media, Q-Commerce, and Dark Warehouses Drive Purchase Flexibility in Indian Cities
DOI:
https://doi.org/10.22399/ijcesen.2557Keywords:
Social Media, Warehouse Management, Marketing, Quick commerce, ManagementAbstract
Focusing on the effects of social media, fast commerce (Q-commerce), and dark warehouses on consumer buying flexibility, this paper investigates the changing dynamics of consumer behaviour in urban India. Data was gathered from three representative samples spread throughout four major metropolitan cities—Hyderabad, Chennai, and Bangalore—using a quantitative method. The effect of every variable was examined using structural equation modelling. Findings show that social media (β = 0.734, p < 0.001) exerts the strongest positive impact on customer purchase flexibility, followed by Q-commerce (β = 0.980, p < 0.001), while dark warehouses show a significant yet negative influence (β = -0.536, p < 0.001). With t-values far above the crucial threshold, all relationships were statistically significant. These results emphasize the flexible character of the contemporary Indian customer and show how important internet infrastructure and new retail concepts are in influencing buying choices. For marketers and logistics planners trying to improve consumer response in fast digitizing metropolitan areas, the study provides strategic insights.
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