The Effect of Time-Limited Promotion on E-Consumers’ Public Self-Consciousness and Purchase Behavior

This paper explores the relationship between consumers’ public self-consciousness, purchase behavior, post-purchase regret, and time-limited promotions in e-commerce. Time-limited flash sales have become a common promotion strategy e-commerce, particularly China, largest e-commerce market. Firstly, effect of self-consciousness on impulsive tendency regret is examined. Secondly, this extends scope previous studies investigates how time pressure affects relationships buying tendency, regret. Data were gathered via an anonymous online survey 580 shoppers subjected to empirical analysis including validity testing ANOVA. The results provide both practical theoretical contributions existing models offer evidence showing positive impulse buying,