The Effect of Flash Sale Programs on Online Impulse Buying on Flash Sale Events

Abstract

This study aimed to find out the factors that attract consumers at flash sale events. From the research results, it can provide solutions and orientation for enterprises doing business on e-commerce platforms. Influencing factors include perceived scarcity, economic benefits, and product knowledge that affect attitudes and online impulse buying at flash sale events. Questionnaires collected data through Google Forms with the participation of 273 students in Ho Chi Minh City. The results obtained through PLS-SEM analysis compared with those of previous studies have similar and positive results with the research data. However, the difference in this study shows that the product knowledge factor is the moderating factor helping perceived scarcity and economic benefits that directly affect online impulse buying at flash sale events. From this result, many methods can be devised to attract consumers towards more flash sale events.