Impulse buying during flash sales in the online marketplace

Saffanah Fausta Lamis, Putu Wuri Handayani and Widia Resti Fitriani

Cogent Business & Management, 2022, vol. 9, issue 1, 2068402

Abstract: Flash sales can be an opportunity for online marketplaces to stimulate impulse buying. This study aims to determine the factors that influence impulse buying from a flash sale in the online marketplace. Stimulus-Organism-Response, Pleasure-Arousal-Dominance and Competitive Arousal Model are used in this study. The study was conducted with 1,093 respondents, and the partial least square structural equation modeling method was used for analysis. Interviews were also conducted to support the research results. The results show that impulse buying was influenced by arousal and pleasure. Limited quantity scarcity and limited time scarcity affect arousal. Information, entertainment, and economic benefits affect arousal and pleasure. The results also show that arousal affects pleasure. Furthermore, attitudes toward flash sales are influenced by information, visuality, entertainment, and economic benefits. This research can provide guidance for online marketplaces in developing flash sale features to increase the chances of impulse buying.

Date: 2022
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DOI: 10.1080/23311975.2022.2068402

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