Author(s): Jaya Sri Thota and Sivakoti Reddy M
This study aims to explore the key motivational drivers influencing consumer behaviour on quick commerce platforms such as Zepto in India. It focuses on evaluating the trade-off between digital convenience and emotional experience in shaping the shopping preferences of smart store users. The survey measured consumer preferences, perceived convenience, emotional satisfaction, and purchasing behavior. Statistical techniques including factor analysis and regression modeling were used to identify significant predictors of shopper motivation. The findings reveal that while digital convenience characterized by speed, app usability, and delivery accuracy remains the primary motivator, emotional factors such as brand trust, personalized communication, and customer engagement significantly enhance consumer loyalty and frequency of usage. A notable segment of users values emotional connection nearly as much as functional convenience, especially in repeat purchases and high-involvement categories.