Chandan A. Chavadi <br/><br/>
Role of Q-Commerce Instant Gratification on Customer Satisfaction : The Moderating Effect of Green Packaging 

 - P.30-50 
<br/><br/> Purpose : This research investigated the role of Q-commerce instant gratification on customer satisfaction, employing the stimulus-organism-behavior-consequence framework.<br/><br/>Methodology : We collected 428 survey responses from Indian consumers who had used the Q-commerce apps through purposive and stratified sampling. Subsequently, we employed structural equation modeling to analyze the data collected.<br/><br/>Findings : The results revealed that instant gratification had a positive influence on customer engagement, experience, and satisfaction. Additionally, customer satisfaction affected repurchase intention and word-of-mouth (WOM), and green packaging significantly moderated the association between customer satisfaction, WOM, and repurchase intention.<br/><br/>Practical Implications : The research outcomes may hold importance for Q-Commerce companies looking to enhance customer satisfaction through quick deliveries and sustainable packaging practices.<br/><br/>Originality : The research contributed by using the stimulus-organism-behavior consequences framework in an emerging field, contributing to the body of scholarly literature. 
<br/><br/><label>Subjects--Facted Index Terms: </label><br/>Q-commerce<br/>instant gratification<br/>customer satisfaction<br/>green packaging.