The "Instant Need" Paradigm: Emotional Triggers and HUL Brand Visibility on Hyperlocal Delivery Apps

Abstract

Purpose: The purpose of this study is to investigate the impact of the concept of ‘Instant Need’ on the quick commerce space. This research focuses on examining the impact of the digital shelf presence of Hindustan Unilever Limited (HUL) on consumer emotions and impulsive buying process on hyper-local delivery apps (Blinkit, Zepto, Swiggy Instamart). Problem Statement: While the impulse buying process in e-commerce is well established, the quick commerce or 10-minute delivery paradigm is a new phenomenon wherein the interplay between digital shelf and consumer emotions could play an unprecedented role. Hypotheses: The study hypothesizes that (1) The digital shelf visibility of HUL has a positive impact on consumer impulsive buying (H1), (2) Emotional triggers will have a mediation effect (H2), and (3) Impulsive buying will be moderated by the chosen platform (H3). Data and Methods: The research uses a cross-sectional survey design. A sample size of 412 consumers using Q-commerce platforms in Metro cities has been selected for this study. The key variables of the study are shelf visibility (independent), emotional triggers (mediation), impulsive buying (dependent), and platform (moderation). The study employs Partial Least-Squares Structural Equation Modeling (PLS-SEM) to test the research model. Findings: The study finds that shelf visibility moderately influences impulsive buying (β = 0.45, p < 0.001).Moreover, the analysis reveals that emotional triggers only partially mediate the relationship between digital shelf visibility and impulsive buying (β = 0.31, p < 0.001). According to the multi-group analysis, Zepto appears to have the strongest moderation effect on the connection between digital shelf and emotional triggers (Δβ = 0.14, p < 0.05). Implications: Theoretically, the study extends understanding of the S-O-R framework in the context of Q-commerce. At the same time, the research provides practical implications for HUL by identifying the most effective visibility strategies that consider the dynamics of each platform. In particular, the analysis suggests that creating high-exposure product clusters on websites that moderate extreme urgency appears to be the most profitable strategy to boost impulsive buying.