ARTIFICIAL INTELLIGENCE IN BEHAVIORAL ANALYTICS: EXPLORING CONSUMER ENGAGEMENT AND PURCHASE DECISIONS IN QUICK-COMMERCE APPS

International Journal of Research In Commerce and Management Studies 2026 Open access

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Authors: Dr A Xavier Mahimairaj, D.J. Joyci Christi
DOI: 10.38193/ijrcms.2026.8117
Cited by: 0

Abstract

This study examines how AI-driven behavioural analytics and personalization shape consumer engagement and purchase decisions in Q-commerce apps like Swiggy Instamart, Zepto, and Blinkit. Based on responses from 100 users (ages 15–25), statistical tests reveal that gender, age, and education significantly influence how consumers perceive and respond to AI recommendations. The findings show that AI enhances satisfaction, engagement, and decision-making, but its impact varies across demographic groups. The study highlights the need for transparent and user-focused AI systems to strengthen trust and loyalty in Q-commerce platforms.

Fields of Study & Subjects

AI in Service Interactions Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence

Publication details

Journal / source
International Journal of Research In Commerce and Management Studies
Volume
08
Issue
01
Pages
212–219
Publication date
1 January 2026