Impulsive Buying in Shopee’s Flash Sale Program

Agung Laksono (), Putri Dwi Cahyani and Agus Dwi Cahya
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Agung Laksono: Universitas Sarjanawiyata Tamansiswa, Department of Management
Putri Dwi Cahyani: Universitas Sarjanawiyata Tamansiswa, Department of Management
Agus Dwi Cahya: Universitas Sarjanawiyata Tamansiswa, Department of Management

A chapter in Proceedings of the 4th International Conference on Management and Business (ICoMB 2025), 2026, pp 123-133 from Springer

Abstract: Abstract One of the growing trends in e-commerce today is flash sales, which offer deep discounts for a limited time. This phenomenon has attracted the attention of many people, including Gen-Z. This study aims to re-examine Shopee by eliminating the arousal and pleasure variables, enabling researchers to analyze the relationship between scarcity in flash sales, flash sale features, and attitudes toward flash sales on impulsive buying among Gen-Z Shopee users in Yogyakarta. The sample used in this study comprised 150 active Shopee users among Generation Z in the city of Yogyakarta. The study’s findings and hypothesis testing showed that the variables of scarcity in flash sales, flash sale features, and attitude toward flash sales had a significant effect on impulsive buying. However, the analysis also showed that flash sale features did not have a significant effect on impulsive buying.

Keywords: Flash Sale; Scarcity; Impulsive Buying (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-656-2_10

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