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The role of scarcity cues and consumer attitudes in driving compulsive buying: an S-O-R analysis of flash sales in e-commerce

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  • Aslıhan Bekaroğlu Özatar
  • Aysun Varan

Abstract

Limited offers in online shopping reduce decision time, constrain cognitive evaluation, and can trigger impulsive responses. This study examines how perceived limited-quantity scarcity (LQS) and perceived limited-time scarcity (LTS) operate as distinct stimuli in shaping consumers' attitudes toward flash sales (ATFS) within the stimulus-organism-response (S-O-R) framework, and how these processes translate into compulsive buying (CB). ATFS is modelled as a mediator, while hedonic online shopping value (HOSV) and utilitarian online shopping value (UOSV) are tested as moderators. Data from 489 online shoppers were analysed using structural-equation modelling. The results show that both LQS and LTS positively influence ATFS and CB, with ATFS partially mediating these relationships. While HOSV increases CB, UOSV decreases it; however, neither moderates the ATFS-CB relationship. By distinguishing between LQS and LTS and focusing on compulsive buying as a loss-of-control outcome, this study provides a more nuanced understanding of how high-pressure flash-sale environments shape consumer behaviour through both direct and attitudinal mechanisms.

Suggested Citation

  • Aslıhan Bekaroğlu Özatar & Aysun Varan, 2026. "The role of scarcity cues and consumer attitudes in driving compulsive buying: an S-O-R analysis of flash sales in e-commerce," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 17(7), pages 1-28.
    • Handle: RePEc:ids:ijemre:v:17:y:2026:i:7:p:1-28
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