<p>Quick commerce (Q-commerce) refers to ultrafast delivery services designed to satisfy consumer needs within minutes. While speed defines its core promise, this study examines how experiential values, income, and consumer trust influence Q-commerce adoption. This study utilized a mixed-methods approach; the first phase utilized netnographic analysis to identify consumer sentiments publicly expressed on two digital interaction platforms. The second phase employed PLS-SEM to test our hypotheses. Based on the netnographic analysis results and using initial trust theory as a basis, we hypothesize that initial trust is affected by several experiential values and delivery time as well as affects willingness to use, desire to re-purchase, and advocacy intentions. Furthermore, we hypothesize that income moderates the relationship between initial trust and willingness to use Q-commerce. We found that in Q-commerce, initial trust can be an essential antecedent to adoption, and speed is not the only factor for adoption. The results reveal that income does not directly enhance willingness to use Q-commerce. Instead, income negatively moderates the relationship, meaning that as income increases, the influence of trust becomes weaker. From a theoretical perspective, our findings indicate that income serves as an important moderating factor in the relationship between initial trust and willingness to adopt Q-commerce services. From a practical standpoint, these results suggest that fostering initial trust is particularly critical for encouraging adoption among consumers with lower income levels.</p>