TY - JOUR
T1 - Impulse buying during flash sales in the online marketplace
AU - Lamis, Saffanah Fausta
AU - Handayani, Putu Wuri
AU - Fitriani, Widia Resti
N1 - Publisher Copyright:
© 2022 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
PY - 2022
Y1 - 2022
N2 - 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.
AB - 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.
KW - flash sale
KW - impulse buying
KW - Indonesia
KW - marketplace
UR - http://www.scopus.com/inward/record.url?scp=85129123833&partnerID=8YFLogxK
U2 - 10.1080/23311975.2022.2068402
DO - 10.1080/23311975.2022.2068402
M3 - Article
AN - SCOPUS:85129123833
SN - 2331-1975
VL - 9
JO - Cogent Business and Management
JF - Cogent Business and Management
IS - 1
M1 - 2068402
ER -