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Exploring the Future of Quick Commerce: Consumer Expectations Toward Anthropomorphic Virtual Agents
Abstract
Quick commerce (Q-commerce) has transformed the digital commerce landscape by providing ultra-fast delivery services that meet consumers' growing demand for immediacy and convenience. To further improve customer experiences, businesses are adopting advanced technologies, particularly anthropomorphic virtual agents (AVAs), which exhibit human-like traits such as empathy and adaptability. These AI-driven agents are especially effective in Q-commerce, where short but impactful interactions are essential. This chapter explores the integration of AVAs into Q-commerce, emphasizing their ability to enhance customer engagement while optimizing backend operations. Drawing from an exploratory study on students' perceptions of AVAs in online meal ordering, the chapter examines how AVAs contribute to a more personalized, efficient, and human-like customer journey. It also addresses operational challenges and sustainability concerns in Q-commerce, highlighting the need for innovative solutions that balance speed, customer satisfaction, and environmental responsibility.
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