Flash Sales and Impulse Buying: The Mediating Role of Emotional Arousal

Abstract

Purpose: This study investigates the impact of flash promotion components on impulse buying behavior among Generation Z consumers in Ho Chi Minh City, while examining the mediating role of emotional arousal in this relationship.
Design/methodology/approach: Grounded in the Stimulus – Organism – Response (SOR) framework, the study adopts a quantitative approach. Data were collected from 300 survey responses and analyzed using structural equation modeling (SEM) with AMOS 24.
Findings: The results reveal that three dimensions of flash promotion-“time scarcity,” “economic benefits,” and “convenience of formality”-exert a positive effect on emotional arousal. Furthermore, emotional arousal is found to partially mediate the relationship between these factors and impulse buying behavior among Generation Z consumers.
Originality/value: This study provides empirical evidence on the mechanism through which flash promotion strategies influence consumer impulsive behavior, emphasizing the mediating role of emotions. The findings offer important managerial implications, suggesting that firms can optimize flash promotion strategies to effectively engage young consumers and stimulate impulsive purchases.