Důvěra spotřebitelů v platformy pro rychlé obchodování v Indii: spolehlivost dodávek, bezpečnost plateb a rozdíly v rámci městských platforem

This study examines the impact of delivery reliability and payment security perceptions on consumer trust in quick commerce platforms in India and the difference in perceptions between Tier-1 and Tier-2 city consumers. Despite the rapid growth of quick commerce in India, empirical research on consumer trust in this context remains limited. A quantitative cross-sectional survey of 110 active quick commerce consumers in India was undertaken. Analysis was done using multiple linear regression and independent samples t-tests through JASP Statistical Software. Findings revealed that perceived delivery reliability and payment security perceptions significantly and positively predict consumer trust in quick commerce platforms, accounting for 82.2% of its variance. Perceived delivery reliability emerged as the stronger predictor, reflecting the operationally intensive nature of quick commerce and the already trusted digital payment infrastructure provided by India's Unified Payments Interface. Significant differences were observed between Tier-1 and Tier-2 city consumers regarding perceived delivery reliability, payment security, and consumer trust, with higher scores among Tier-1 consumers. These findings contribute to the literature on consumer trust in digital commerce and offer recommendations for quick commerce firms operating in India's multi-level urban environment.