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Has the future of retail arive(d)? An empirical analysis of drivers for the adoption of q-commerce in the consumers durables segment

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Resumo:The retail sector has encountered substantial challenges in adapting to the swift pace of technological advancement and shifting consumer behavior. In recent years, the establishment of companies in the q-commerce sector has been on the rise, accelerated further by the COVID 19 pandemic. By offering ultra-fast delivery services for daily necessities and groceries, q commerce has transformed the way people shop. However, q-commerce platforms that cater to consumer durables remain a niche market in Germany, despite clothing and electronics accounting for almost half of online sales (bevh, 2022; Strategy&, 2022). Under the claim “let everything you love arive” (Arive, 2023), the start-up Arive focuses on the ultra-fast delivery of mainly consumer durables. This research aims to determine the characteristics of Arive's user profile, investigate the factors driving the adoption of q commerce for consumer durables and assess the importance of sustainability among potential customers in Germany. A dual-method approach was employed, with semi-structured interviews gathering qualitative data and an online survey collecting quantitative data from 922 participants. The results indicate that the typical Arive user is male, aged 25-34, residing in urban areas and employed full-time. The most significant drivers for the adoption were found to be perceived usefulness, the search for inspiration, time-saving and a curated assortment of products. The recommendations based on the findings of this study can assist q-commerce businesses in enhancing their product portfolio, customer acquisition and conducting more customized marketing initiatives.
Autores principais:Krainik, Patricia
Assunto:Quick commerce q-commerce Ultra-fast delivery On-demand Consumer durables Retail Comércio rápido Entrega ultra-rápida A pedido Bens duráveis Varejo
Ano:2023
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Católica Portuguesa
Idioma:inglês
Origem:Veritati - Repositório Institucional da Universidade Católica Portuguesa

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