Impulse buying during flash sales in the online marketplace
نویسندگان
چکیده
Flash sales can be an opportunity for online marketplaces to stimulate impulse buying. This study aims determine the factors that influence buying from a flash sale in marketplace. Stimulus-Organism-Response, Pleasure-Arousal-Dominance and Competitive Arousal Model are used this study. The was conducted with 1,093 respondents, partial least square structural equation modeling method analysis. Interviews were also support research results. results show influenced by arousal pleasure. Limited quantity scarcity limited time affect arousal. Information, entertainment, economic benefits affects Furthermore, attitudes toward information, visuality, benefits. provide guidance developing features increase chances of
منابع مشابه
Factors influencing impulse buying during an online purchase
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ژورنال
عنوان ژورنال: Cogent Business & Management
سال: 2022
ISSN: ['2331-1975']
DOI: https://doi.org/10.1080/23311975.2022.2068402