Flash sale and online impulse buying: Mediation effect of emotions
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Received October 30, 2021;Accepted March 29, 2022;Published April 15, 2022
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Author(s)Link to ORCID Index: https://orcid.org/0000-0002-7666-9881
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Link to ORCID Index: https://orcid.org/0000-0002-5474-7623,
Link to ORCID Index: https://orcid.org/0000-0002-1098-415X,
Link to ORCID Index: https://orcid.org/0000-0002-1581-3827,
Link to ORCID Index: https://orcid.org/0000-0003-1655-8220 -
DOIhttp://dx.doi.org/10.21511/im.18(2).2022.05
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Article InfoVolume 18 2022, Issue #2, pp. 49-59
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Cited by8 articlesJournal title: Journal of Contemporary Marketing ScienceArticle title: Impulse in motion: how hedonic behavior mediates the effect of online sales promotions on mobile apps shopping behaviorDOI: 10.1108/JCMARS-09-2024-0036Volume: 8 / Issue: 1 / First page: 37 / Year: 2025Contributors: Emmanuel P. Paulino, Anna Liza Aterrado, Bernard Rodriguez LetreroJournal title: Asia Pacific Journal of Marketing and LogisticsArticle title: Factors affecting users' impulse purchases in online group buying: online consumer reviews, countdowns and self-controlDOI: 10.1108/APJML-07-2022-0560Volume: 36 / Issue: 1 / First page: 224 / Year: 2024Contributors: Jingjing Sun, Tingting Li, Shouqiang SunJournal title:Article title:DOI:Volume: / Issue: / First page: / Year:Contributors:Journal title:Article title:DOI:Volume: / Issue: / First page: / Year:Contributors:Journal title: EKOMA : Jurnal Ekonomi, Manajemen, AkuntansiArticle title: Pengaruh Scarcity Promotion Pada Flash Sale Terhadap Impulse Buying Dengan Arousal Sebagai Variabel MediasiDOI: 10.56799/ekoma.v4i2.7386Volume: 4 / Issue: 2 / First page: 4278 / Year: 2025Contributors: Syaira Hafsha Tsabita, Muzakar IsaJournal title: Jurnal EkonomiArticle title: Live Streaming, Content Marketing, Flash Sale In Online Shopping Decisions For E-CommerceDOI: 10.24912/je.v29i3.2521Volume: 29 / Issue: 3 / First page: 383 / Year: 2024Contributors: Nasrul Efendi, Pioner Pelawi, Anto TulimJournal title: Young ConsumersArticle title: A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environmentDOI: 10.1108/YC-04-2023-1728Volume: 25 / Issue: 1 / First page: 128 / Year: 2024Contributors: Abubakar Sadiq Muhammad, Ibrahim Adeshola, Labaran IsiakuJournal title:Article title:DOI:Volume: / Issue: / First page: / Year:Contributors:
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Flash sale (FS) is a marketing strategy that is widely used and developed in sales through e-commerce. The implementation of the FS strategy is to provide discounts or special propositions on products offered within a certain time limit. Time restrictions aim to encourage consumers’ emotions to make impulse buying (IB). This study examines the effect of consumer emotions as a mediating variable on IB among Shoppee consumers in Indonesia caused by FS activities that are not carried out on certain important days. The required data were collected through the distribution of online questionnaires to respondents who, in the last three months, had made transactions through Shoppee e-commerce platform. A total of 150 questionnaires are analyzed using PLS-SEM. The results of the analysis show that the flash sale strategy carried out by the Shoppee e-commerce platform in Indonesia has a direct effect on increasing consumer emotions. This means that the higher the intensity of the FS promotion, the stronger the influence on consumer emotions. Emotions increase IB. FS has no significant effect on increasing IB. Subsequent findings show that FS indirectly has a positive and significant effect on IB through emotions. In other words, this study proves that the emotions are a mediating variable in online IB. This study is helpful for companies in developing appropriate strategies for their promotions in utilizing consumers’ impulse buying behavior by using strategies that trigger consumers’ emotions.
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JEL Classification (Paper profile tab)D91, M31, M37
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References50
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Tables5
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Figures2
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- Figure 1. Research model
- Figure 2. Calculation of beta model test
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- Table 1. Respondent demographics
- Table 2. Validity and reliability testing
- Table 3. Model fit test results
- Table 4. R-Square and Q-Square
- Table 5. Direct and indirect pathways of effect
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Conceptualization
Martaleni Martaleni, Ferdian Hendrasto, Noor Hidayat
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Data curation
Martaleni Martaleni, Ferdian Hendrasto, Ni Nyoman Kerti Yasa
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Formal Analysis
Martaleni Martaleni, Ferdian Hendrasto, Noor Hidayat, Amin Alfandy Dzikri, Ni Nyoman Kerti Yasa
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Funding acquisition
Martaleni Martaleni, Ferdian Hendrasto, Noor Hidayat, Amin Alfandy Dzikri, Ni Nyoman Kerti Yasa
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Methodology
Martaleni Martaleni, Ferdian Hendrasto, Noor Hidayat, Amin Alfandy Dzikri
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Project administration
Martaleni Martaleni, Noor Hidayat, Ni Nyoman Kerti Yasa
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Resources
Martaleni Martaleni
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Software
Martaleni Martaleni, Amin Alfandy Dzikri
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Investigation
Ferdian Hendrasto, Amin Alfandy Dzikri
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Supervision
Ferdian Hendrasto, Ni Nyoman Kerti Yasa
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Conceptualization
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Impulse buying behavior among female shoppers: Exploring the effects of selected store environment elements
Vinish P., Prakash Pinto
, Iqbal Thonse Hawaldar
, Slima Pinto
doi: http://dx.doi.org/10.21511/im.16(2).2020.05
Innovative Marketing Volume 16, 2020 Issue #2 pp. 54-70 Views: 3443 Downloads: 2029 TO CITE АНОТАЦІЯThis paper intends to analyze the impact of store layout, ambient factors, and employees on impulsive decision-making among female customers visiting the apparel outlets. The responses were collected through a single-stage mall intercept survey method using a structured questionnaire from 385 respondents in leading apparel stores in selected Tier I and Tier II cities in the state of Karnataka, India. The responses were analyzed using multiple regression analysis. Constructs such as store layout, ambience and employees were found to be significantly positively correlated with impulse buying behavior. The variables largely explain the variation in impulse buying under store ambiance. Except ‘attention to the window display’ and ‘friendly staff’ all other twelve variables considered in the study were found to have significant impact on the impulse buying behavior. Though store ambiance, well-structured layout, and pleasant shopping experience are essential determinants of customer satisfaction, the study results imply that the number of store staff and sales skills are critical aspects of impulse buying in the apparel business and true assets to the retail organization. Additionally, poor customer interaction, staff shortage, and high employee attrition could discourage the store’s revenue generation.
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Online impulse buying on TikTok platform: Evidence from Indonesia
Nur Rizqi Febriandika, Alfinna Putri Utami
, Afifah Nur Millatina
doi: http://dx.doi.org/10.21511/im.19(3).2023.17
Innovative Marketing Volume 19, 2023 Issue #3 pp. 197-210 Views: 2991 Downloads: 777 TO CITE АНОТАЦІЯTikTok Shop boosts TikTok’s huge potential as an e-commerce platform that encourages sellers and buyers to increase the number of transactions. The emergence of this feature encourages the online impulse buying phenomenon on the TikTok platform. This study aims to examine the factors that influence online impulse buying on TikTok in Indonesia through the constructs of brand review, sales promotion, customer satisfaction, religiosity, and brand expectation. This quantitative research uses a questionnaire that is distributed randomly online and collected from 312 respondents in Indonesia. Using structural equation modeling (SEM), data analysis was conducted and hypotheses were examined. The results show that customer satisfaction (β: 0.501) and brand review (β: 0.358) play an important role in increasing brand expectation. At the same time, sales promotion (ρ-value > 0.05) has no impact on brand expectation. This study highlights that religiosity (β: –0.239) and brand expectation (β: –0.510) can reduce online impulse buying behavior. Brand expectation (β: –0.510) is the most dominant variable in reducing online impulse buying behavior on TikTok.
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Determinants affecting online shopping consumers’ satisfaction and repurchase intention: Evidence from Vietnam
Innovative Marketing Volume 19, 2023 Issue #1 pp. 126-139 Views: 2161 Downloads: 1099 TO CITE АНОТАЦІЯE-commerce has altered how people purchase because of the growth of the internet. Nowadays, customers prefer shopping online rather than visiting physical stores. The goal of this study is to research the factors influencing online consumers’ satisfaction and repurchase intention in Vietnam. This study uses two underlying theories: technology acceptance model and expectation-confirmation model. After carefully discussing background theories and reviewing the marketing literature, the paper suggests a research model relevant to Vietnam’s circumstances. In addition, 312 online shoppers in Vietnam were surveyed using a Google Form and a non-probability approach. According to the findings, determinant factors (perceived ease to use, perceived usefulness, website design quality, and price perception) positively correlate to online shoppers’ satisfaction and repurchase intention. The results also disclosed that perceived usefulness was the factor that had the most influential impact on online shoppers’ satisfaction and repurchase intention. Finally, the study provided recommendations for managers, limitations, and suggestions for further research.
Acknowledgment
The author acknowledges Industrial University of Ho Chi Minh City that supported this study.