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COVID-19 and the Rise of Quick Commerce in Tunisia: Consumer Insights From a Qualitative Perspective
Abstract
This chapter investigates the rise of Quick Commerce in Tunisia, focusing on changes in consumer behavior during the COVID-19 pandemic. Based on qualitative interviews, five key themes shape consumer perceptions and adoption of Q Commerce: (1) Navigating technology in everyday life, emphasizing how technology has become integral to daily routines; (2) Perceptions of risk and trust in digital transactions, addressing concerns about security and reliability in online purchases; (3) Cultural norms and collective influence, examining the role of societal expectations and peer influence in shaping consumer decisions; (4) Evolving habits in the age of instant delivery, exploring the shift toward faster, more convenient shopping experiences; and (5) Emotional resilience and meaning making in times of crisis, reflecting how consumers adapt and find meaning in their purchasing behaviors during uncertain times. The chapter concludes with insights into dynamics between technological adoption, cultural factors, and consumer resilience, offering an understanding of Q Commerce in Tunisia.
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